The effect of mobile design application on consumer behavior in mass customization

Mass customization aims to respond to the unique demands and needs of consumers and to offer customized products and services to consumers in this direction. Various digital platforms are now being used to implement mass customization interactively with consumers. One of these is the mobile devices that consumers use at any moment and frequently use. In this study, a mobile application has been developed in which consumers can customize their own cake on mobile devices. The developed mobile application was introduced in a private sector company in Yalvaç, Isparta. In order to determine the factors that affect the usage intent and behavior of mobile cake design application, consumers were surveyed by using Unified Technology Acceptance and Use Model. As a result of the survey study, it was determined that the consumers who use the mobile design application, the performance expectation and effort expectation on the intention to use the application, the intention to use and the facilitating conditions on the usage behavior have a positive effect.