Psychological antecedents to customized apparel purchases
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 8 November 2018
Issue publication date: 28 February 2019
Abstract
Purpose
The purpose of this paper is to determine the influences of consumers’ internal-oriented psychological factors (i.e. self- promotion, need for uniqueness, self-expression and self-monitoring) and external-oriented psychological properties (i.e. social identity and other-directedness) on the perception of customization and the sense of extended-self; further to identify whether the perception of customization and the sense of extended-self lead to purchase intention toward customized apparel products.
Design/methodology/approach
Data were collected through an online survey among college students in the USA, generating a valid sample size of 338 participants. Factor analysis and Structural Equation Modeling were utilized to test proposed hypotheses.
Findings
The results indicated that need for uniqueness and self-monitoring were significantly related to consumers’ perception of customization and the sense of extended-self, whereas impacts of self-expression and other-directedness were not significant. Furthermore, the results also confirmed that consumers’ perception of customization and the sense of extended-self were positively associated with purchase intention of customized apparel products.
Originality/value
This study investigates consumers’ psychological features that influence consumers’ buying intention of customized apparel products, which is the first attempt. The study results are insightful and beneficial for marketers to construct target consumer segmentation under different cultural and social settings.
Keywords
Citation
Seo, S. and Lang, C. (2019), "Psychological antecedents to customized apparel purchases", Journal of Fashion Marketing and Management, Vol. 23 No. 1, pp. 66-81. https://doi.org/10.1108/JFMM-10-2018-0128
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited