Intermediaries for the Provision of Mass Customized Digital Goods in Electronic Commerce

Generally and especially in EC, customers are confronted with a great variety and quantity of products and / or services. However, the time and effort a customer can spend on searching for his preferred products and deciding about the most preferred one based on his needs and preferences is the limiting factor. The aim of this paper is to transfer the well-known concept of mass-customization to digital products and EC. Thereby, an IT-framework will be developed, that enables intermediaries to flexibly provide personalized and mass-customized customers.