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Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

Title
Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
Authors
Park, MinjungYoo, Jungmin
Ewha Authors
박민정
SCOPUS Author ID
박민정scopus
Issue Date
2019
Journal Title
JOVE-JOURNAL OF VISUALIZED EXPERIMENTS
ISSN
1940-087XJCR Link
Citation
JOVE-JOURNAL OF VISUALIZED EXPERIMENTS, no. 151
Keywords
BehaviorIssue 151e-mass customizationconsumer benefitonline retailingconsumer behaviorstructural equation modelinglatent mean analysisonline survey
Publisher
JOURNAL OF VISUALIZED EXPERIMENTS
Indexed
SCIE; SCOPUS WOS scopus
Document Type
Article
Abstract
As many scholars and practitioners study personalization and relationship marketing, it is important to provide personalization such as mass customization through marketing technology. The purpose of this study is to examine how to conduct consumer research using an online survey and analysis of data. This study examines consumers' perceived benefits while customizing a product as well as emotional product attachment, attitudes toward a customization program, and loyalty intentions in the context of online retailing. In addition, this study investigates how consumer responses are different based on individual characteristics such as fashion innovativeness. An online survey company in South Korea recruited 290 female apparel shoppers who purchased apparel online. To enhance external validity, this study used an existing retail website with a well-established mass customization program. After completing the customization program, participants complete the online questionnaire. Structural equation modeling (SEM) and latent mean analyses (LMAs) are then performed for analyses. This study stresses the importance of testing measurement invariance for mean comparisons. Before the SEM and LMA, this study follows the hierarchy of invariance tests (configural invariance test, metric invariance test, and scalar invariance test), which are not considered by traditional approaches such as ANOVA. These statistical analyses provide applicability of the invariance test procedures and LMA to consumer behaviors. The conclusions of mean differences have integrity and validity because they are guided by a sophisticated statistical procedure to ensure measurement invariance.
DOI
10.3791/60035
Appears in Collections:
신산업융합대학 > 의류산업학과 > Journal papers
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