TY  - JOUR
AB  - Mass customization entails the mass production of individually customized goods and services. Co‐design is a mass customization option where a product's design is based on the customer's selections from a range of design feature offerings. A model comprised of relationships between individual differences, motivations for using co‐design, and willingness to use co‐design was proposed and statistically supported using 521 university subjects from different regions of the USA and the analysis of moment structures (AMOS) statistic. As hypothesized, optimum stimulation level (OSL) predicted two clothing interest factors: experimenting with appearance (EA) and enhancement of individuality (EI). As proposed, OSL and EA predicted the two motivations, trying co‐design as an exciting experience and using co‐design to create a unique product, whereas EI only predicted using co‐design to create a unique product. Both motives were mediating variables between individual differences and willingness to use co‐design, but using co‐design to create a unique product had a stronger effect. Theoretical and marketing implications were discussed.
VL  - 38
IS  - 7
SN  - 0309-0566
DO  - 10.1108/03090560410539276
UR  - https://doi.org/10.1108/03090560410539276
AU  - Fiore Ann Marie
AU  - Lee Seung‐Eun
AU  - Kunz Grace
PY  - 2004
Y1  - 2004/01/01
TI  - Individual differences, motivations, and willingness to use a mass customization option for fashion products
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 835
EP  - 849
Y2  - 2024/04/25
ER  -