The factors influencing consumers' perceived complexity of online apparel mass customization service usage

Title
The factors influencing consumers' perceived complexity of online apparel mass customization service usage
Authors
이현화
Keywords
online mass customization, perceived complexity, number of choice options
Issue Date
2013
Publisher
복식문화연구
Series/Report no.
복식문화연구; 제21권 제2호 pp 272~286
Abstract
Mass customization is a marketing strategy to meet consumer needs for variation and uniqueness of products. Although there are quite a few studies quantitatively investigated the options provided by mass customization process, scholarly work related to mass customization has provided mixed results on consumer perception of complexity and their responses. The purpose of the study is to derive the factors that influence consumer complexity perception in online apparel mass customization process and consumers' needs to enhance mass customization services. Data were collected by conducting focus group interviews of which 29 participations in 4 groups. The results of the study suggested that consumers perceived complexity through mass customization process due to too many choice options. However, the effect of number of options on respondents’ complexity perception was different depending on consumer characteristics such as consumer expertise and fashion involvement, and the characteristics of consumer preference development. Shopping context such as shopping purpose is another moderating factor. This study also suggests that a variety of marketing strategies which can enhance mass customization services affect the relationship between the number of options and consumers’ complexity perception. The findings of the study provide academic and managerial implications.
URI
http://dx.doi.org/10.7741/rjcc.2013.21.2.272
http://dspace.inha.ac.kr/handle/10505/33801
ISSN
1226-0401
Appears in Collections:
School of Arts & Sports(예술체육학부) > Fashion Design & Textiles (의류디자인학) > Local Access Journal Papers, Reports(의류디자인학 논문, 보고서)

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