Consumer Behavior

Consumer Characteristics and Purchase Intentions of Mass-customized Men's Dress Shirts

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

Abstract

Mass-customization (MC) is a hybrid between mass production and customization. It is a production strategy that offers personalized goods through modularized product designs, flexible processes, and supply chain integration (Fogliatto, da Silveira & Borenstein, 2012). Information in characteristics of potential customers is important for companies that offer MC apparel to develop effective strategies to reach and serve their target customers. A theoretical framework to examine consumers' characteristics and their purchase intentions of MC men's dress shirts based on the Technology Acceptance Model (Davis, 1989) and related previous study results. A quantitative research method using an online survey design was adopted. For the data analyses, the structural equation modeling with maximum likelihood estimation was conducted.

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How to Cite: Yang, J. & Chen-Yu, J. (2016) “Consumer Characteristics and Purchase Intentions of Mass-customized Men's Dress Shirts”, International Textile and Apparel Association Annual Conference Proceedings. 73(1).