Abstract
This research aims to examine the “handmade effect” - if, how and why customers choose handmade over machine-made and products not mentioning production mode. By interviewing and distributing three questionnaire surveys to 531 well-selected respondents, the research has been the first series of tests succeeded to prove the handmade effect as well as explain and compare which attributes determine customer’s purchasing intention between high and low involvement handmade products; and contribute to stimulate the development and preservation of traditional handicraft. ANOVA, MANOVA and Polynomial regression are performed and suggest that despite the rapid development of automatically machine, products promoted as handmade are still in consumers’ favor thanks to their outstanding features. Based on these initial statistic evidences handmade producers and marketers could focus to highlight products differentiations, hence promote more efficiently. The findings also enable governments and other related stakeholders to preserve and promote traditional handicraft products into contemporary markets by forming more effective marketing approaches.
YI HSU, ANH NGUYEN NGOC. (2016) The Handmade Effect: What is Special about Buying Handmade?, International Review of Management and Business Research, Volume 5, Issue 2.
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