Article2008

Tradition Meets Technology: Can Mass Customization Succeed in China?

7 citations0/0 files storedJournal of Advertising Research

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Product Development and Customization Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

ABSTRACT This study examined Chinese consumers9 responses toward mass customization of apparel. Mass customization, as a marketing approach, was developed in reaction to the increasingly individualized Western markets. This study tested consumers9 value perception about apparel mass customization in the collectivistic Chinese market. Using an experimental design with Chinese respondents, we found that price and customization levels affect various aspects of perceived value that, in turn, affect behavioral intentions. The findings provide information needed for decision making about marketing strategies for companies that would like to implement mass customization in China.

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References

1988On the Evaluation of Structural Equation Models 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 2001Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment☆11☆This article is based upon the first author’s doctoral dissertation completed while at Georgia Institute of Technology.1993Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction 2003A conceptual model of perceived customer value in e‐commerce: A preliminary investigation 1997The four faces of mass customization.1998A model of consumer perceptions and store loyalty intentions for a supermarket retailer

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