Online product personalization has become a hot topic in E-commerce and online consuming behavior in recent years. Previous syudies have discussed the behavior， psychology and emotional needs behind online product personalization. However， at present， the research regarding this subject is scattered. Meanwhile， lag and the inadequate of such study in China is obvious. It is necessary to systematically sort out relevant foreign research. As such， this study firstly clears the concept of online product personalization and reviews the research achievements on online product personalization from the perspective of uniqueness seeking， uses and gratifications， and self-expression， respectively. In addtion， some future research directions are pointed out so as to enlighten the relevent research of domestice scholors.