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Benefits of mass customized products: moderating role of product involvement and fashion innovativeness

Title
Benefits of mass customized products: moderating role of product involvement and fashion innovativeness
Authors
Park M.Yoo J.
Ewha Authors
박민정
SCOPUS Author ID
박민정scopus
Issue Date
2018
Journal Title
Heliyon
ISSN
2405-8440JCR Link
Citation
Heliyon vol. 4, no. 2
Keywords
Information sciencePsychology
Publisher
Elsevier Ltd
Indexed
SCOPUS scopus
Document Type
Article
Abstract
The objective of this study was to explore impacts and benefits of mass customized products on emotional product attachment, favorable attitudes toward a mass customization program, and the ongoing effect on loyalty intentions. This study further investigated how benefits, attachment, attitudes, and loyalty intentions differed as a function of involvement and fashion innovativeness. 290 female online shoppers in South Korea participated in an online survey. Results of this study revealed that perceived benefits positively influenced emotional product attachment and attitudes toward a mass customization program. In addition, attachment positively influenced attitudes, which in turn affected loyalty intentions. This study also found that benefits, attachment, attitudes, and loyalty intentions were all higher in highly involved consumers (high fashion innovators) than those in less involved consumers (low fashion innovators). This study concludes with theoretical and practical implications for mass customization programs. © 2018
DOI
10.1016/j.heliyon.2018.e00537
Appears in Collections:
신산업융합대학 > 의류산업학과 > Journal papers
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