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Online consumer behaviour of mass-customised apparel products: A hierarchy of traits approach

Liliana Simões Ribeiro (Department of Textile Science and Technology, University of Beira Interior, Covilhã, Portugal)
Paulo Alexandre Oliveira Duarte (Department of Management and Economics, University of Beira Interior, Covilhã, Portugal)
Rui Miguel (Department of Textile Science and Technology, University of Beira Interior, Covilhã, Portugal)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 8 May 2017

Abstract

Purpose

The purpose of this paper is to apply Mowen’s (2000) meta-theoretical model of motivation and personality (3M) and its hierarchy of traits to deeper understand consumer behaviour towards online purchase of mass-customised apparel products.

Design/methodology/approach

For the current study, the meta-theoretical model of motivation and personality (3M) and its hierarchy of traits proposed by Mowen (2000) were adapted to use in the context of online purchase of mass-customised apparel products. Appropriate and significant constructs and relationships were identified in the four levels of the hierarchy of needs, specifically: one trait in the first level (surface traits), five specific traits in the second level (situational traits), three broader traits in the third level (compound traits), and finally, eight traits in the fourth level (elemental traits).

Findings

This research allowed the identification of pertinent personality traits in the context of online purchase of mass-customised apparel products and the comprehension of the relationships among these constructs using a hierarchical framework.

Originality/value

The originality and value of the current approach is the use of a hierarchical structure of traits to understand the relationship among personality traits in the mass-customisation field, which, to the best of the authors’ knowledge, no study has proposed. Theoretical and methodological contributions to the field derive from the current proposal.

Keywords

Citation

Ribeiro, L.S., Duarte, P.A.O. and Miguel, R. (2017), "Online consumer behaviour of mass-customised apparel products: A hierarchy of traits approach", Journal of Fashion Marketing and Management, Vol. 21 No. 2, pp. 158-171. https://doi.org/10.1108/JFMM-07-2016-0068

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited