Abstract
Mass customization is an increasingly used strategy to create value by customizing products to customers’ needs and simultaneously keeping costs low. By means of configuration tools, customers are enabled to tailor products to their individual wants and needs. This increases variety, in many cases information overload. In this study, we test a network of antecedents and consequences regarding three dimensions of consumer confusion (similarity, overload, and unclarity confusion) in mass customization. Product knowledge and usability decrease consumer confusion. Consumer confusion is negatively related to satisfaction with the product, experienced fun during the configuration process, and trust. Through these processes, consumer confusion also affects word of mouth.