Consumer Behavior
Authors: Fatma Baytar (Cornell University) , Mona Maher (Cornell University) , Wenjia Zong (Cornell University) , Yoon Yang (Cornell University) , Aditi Galada (Cornell University)
Online mass customization is a collaborative process that provides customers an opportunity to create unique products by selecting garment features from several options. However, it can potentially increase the burden on customers by intensifying complexity, perceived risk, and effort. Simulations can aid in visualizing the fit of the garment and reduce uncertainty related to the appearance. Mobile scanning can be used to scan consumers and present simulated garments on their bodies to set realistic expectations for garment fit. Therefore, the present study examined the following research questions: Will there be any differences between the women who used the mobile scanning app and the women who entered their measurements on a customization website in terms of (a) Fit satisfaction and (b) Purchase intentions before (during online mass customization) and after receiving their garment?
Keywords: mobile scanning apps, fit, apparel, mass customization
How to Cite: Baytar, F. , Maher, M. , Zong, W. , Yang, Y. & Galada, A. (2024) “Fit expectations for the mass-customized garments designed by using mobile scanning apps”, International Textile and Apparel Association Annual Conference Proceedings. 80(1). doi: https://doi.org/10.31274/itaa.17502
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