Consumer Behavior

An Examination of Male Consumers’ Attitude toward Using Fit Mass-customizationand Intention of buying Fit Mass-customized Apparel

Authors: Jung-ha Yang (Virginia Polytechnic Institute and State University) , Jessie Chen-Yu (Virginia Polytechnic Institute and State University)

Abstract

The purposes of the current study are (a) to develop a framework to examine the factors that influence consumer attitude toward using fit MC and intention of buying fit masscustomized apparel, and (b) to identify the characteristics of male consumers who have a greater intention of buying fit mass-customized apparel. Based on the purposes of the study, a conceptual model was developed through the integration of the Theory of Planned Behavior (Ajzen, 1991), Technology Acceptance Model (Davis, 1989), and previous propositions and study findings, and was used as the framework of the research.

Keywords: Purchase intention, fit, attitude, mass-customization, consumer characteristics

How to Cite: Yang, J. & Chen-Yu, J. (2013) “An Examination of Male Consumers’ Attitude toward Using Fit Mass-customizationand Intention of buying Fit Mass-customized Apparel”, International Textile and Apparel Association Annual Conference Proceedings. 70(1).