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MC 2.0: testing an apparel co-design experience model

Juanjuan Wu (Department of Design, Housing & Apparel, University of Minnesota, St. Paul, Minnesota, USA)
Ju-Young M. Kang (Department of Family and Consumer Sciences, University of Hawaii at Manoa, Honolulu, Hawaii, USA)
Cara Damminga (Department of Design, Housing & Apparel, University of Minnesota, St. Paul, Minnesota, USA)
Hye-Young Kim (Department of Design, Housing & Apparel, University of Minnesota, St. Paul, Minnesota, USA)
Kim K P Johnson (Department of Design, Housing and Apparel, University of Minnesota, St. Paul, Minnesota, USA)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 9 March 2015

Abstract

Purpose

The purpose of this paper is to test an online apparel co-design experience model and to investigate six determinants (perceived ease of use, perceived usefulness, enjoyment, level of personalization, social presence, and attitude towards the co-designed product) of online apparel co-design experience and effects on behavioural intention.

Design/methodology/approach

Female college students (n=265) were surveyed after an actual online apparel co-design experience in a computer lab and interactions with other users wherever such arenas were provided. structural equation modelling was used for data analysis.

Findings

The findings revealed that subjects’ apparel co-design experience was positively affected by enjoyment, attitude towards the co-designed product, perceived ease of use, and social presence. And behavioural intention towards the mass customization sites was positively affected by subjects’ attitude towards the co-design experience, subjective norm, and enjoyment.

Originality/value

The research makes a unique theoretical contribution by conceptualizing MC 2.0 (MC sites that provide arenas for user interaction) and by incorporating and confirming the significance of both “enjoyment” and “social presence” variables as predictors of online apparel co-design experience.

Keywords

Acknowledgements

This research is supported by the Grant-in-Aid of Research, Artistry and Scholarship from the Office of the Vice President for Research, University of Minnesota.

Citation

Wu, J., Kang, J.-Y.M., Damminga, C., Kim, H.-Y. and Johnson, K.K.P. (2015), "MC 2.0: testing an apparel co-design experience model", Journal of Fashion Marketing and Management, Vol. 19 No. 1, pp. 69-86. https://doi.org/10.1108/JFMM-07-2013-0092

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited