The impact of mass customization on fashion-innovative students: an assessment of need for uniqueness, self-identity, and perceived performance risk

Abstract

Many retailers have implemented mass customisation technologies to allow customers to individualise products. While the concept of customisation has been assessed, few studies to date have examined customisation among fashion-innovative students who may possess distinctive product needs. Thus, the purpose of this research was to assess the relationship between Attitude towards Mass Customization and Purchase Intention among fashion-innovative students. In addition, this study investigated the impact of Need for Uniqueness, Self-Identity, and Perceived Performance Risk on Attitude towards Mass Customization among fashion-innovative students. Data were collected using a self-administered online survey. Partial Least Squares Structural Equation Modelling (PLS – SEM) was employed to test the hypothesised model. Results indicate that a positive relationship existed between attitude towards customisation and purchase intention among fashion-innovative students. The study also revealed fashion-innovative students may possess the concern of perceived performance risk when considering the concept of customisation.

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