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The goal of this paper is to provide insight into the effectiveness of site customization. In the marketing context, the term customization is often used to refer to the tailoring of products and services to the individual customer’s needs and wants. Online customization offers customers the opportunity to tailor a web site to their needs and wants. The customization of web sites can provide customers with added value but may also increase their switching costs. In this paper we will investigate the possible effects of site customization on individual customer perceptions and purchase behavior.