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Article
Publication date: 24 July 2020

Chunmin Lang, Sibei Xia and Chuanlan Liu

This study intends to examine consumers' fashion customization experiences through a web content mining (WCM) approach. By applying the theory of customer value, this…

Abstract

Purpose

This study intends to examine consumers' fashion customization experiences through a web content mining (WCM) approach. By applying the theory of customer value, this study explores the benefits and costs of two levels of mass customization (MC) to identify the values derived from style (i.e. shoe customization) and fit customization experiences (i.e. apparel customization) and further to compare the dominating dimensions of value derived across style and fit customization.

Design/methodology/approach

A WCM approach was applied. Also, two case studies were conducted with one focusing on style customization and the other focusing on fit customization. The brand Vans was selected to examine style customization in study 1. The brand Sumissura was selected to examine fit customization in study 2. Consumers' comments on customization experiences from these two brands were collected through social networks, respectively. After data cleaning, 394 reviews for Vans and 510 reviews for Sumissura were included in the final data analysis. Co-occurrence plots, feature extraction and grouping were used for the data analysis.

Findings

The emotional value was found to be the major benefit for style customization, while the functional value was indicated as the major benefit for fit customization, followed by ease of use and emotional value. In addition, three major themes of costs, including unsatisfied service, disappointing product performance and financial risk, were revealed by excavating and evaluating consumers' feedback of their actual clothing customization experiences with Sumissura.

Originality/value

This study initiates the effort to use web mining, specifically, the WCM approach to thoroughly investigate the benefits and costs of MC through real consumers' feedback of two different types of fashion products. The analysis of this study also reflects the levels of customization: style and fit. It provides an in-depth text analysis of online MC consumers' feedback through the use of feature extraction analysis and word co-occurrence networks.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 25 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 8 May 2017

Liliana Simões Ribeiro, Paulo Alexandre Oliveira Duarte and Rui Miguel

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…

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2423

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.

Details

Journal of Fashion Marketing and Management, vol. 21 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 13 July 2015

Pingjun Jiang, Siva K Balasubramanian and Zarrel V. Lambert

The purpose of this paper is to make contributions toward new knowledge and understanding of how marketers can provide effective online customization experiences for…

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2280

Abstract

Purpose

The purpose of this paper is to make contributions toward new knowledge and understanding of how marketers can provide effective online customization experiences for customers. The practicality of online mass customization has received much attention as consumers perceive more value from customized products than from their standardized counterparts. Little research has been done to understand consumers’ behavioral intentions in response to these value additions. This study incorporates product information framing in developing and empirically testing a model of the relationship between online customization and price sensitivity, endowment addition and expected likelihood of product return.

Design/methodology/approach

The relationship among the constructs specified in the model was tested using multiple group structural equation modeling analysis.

Findings

The findings indicate that consumers perceived knowledge gain via customization process influences the utilitarian value, which directly impacts levels of likelihood of product return and price sensitivity. The process value, on the hedonic side, influences more on the endowment addition. Endowment addition is found to mediate the relationship between the hedonic benefits and the two utilitarian outcome variables: price sensitivity and likelihood of product return.

Originality/value

Understanding the consequences of customization is particularly crucial for marketers. This research is the first to expand and further our knowledge of customization, particularly in relation to its outcomes of customers’ behavioral intentions.

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Article
Publication date: 10 July 2017

Enrico Sandrin, Alessio Trentin, Chiara Grosso and Cipriano Forza

The purpose of this paper is to focus on online sales configurators (SCs), also known as mass-customization toolkits, which enable consumers to self-customize their…

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1366

Abstract

Purpose

The purpose of this paper is to focus on online sales configurators (SCs), also known as mass-customization toolkits, which enable consumers to self-customize their product solutions online. The paper aims to provide new insights into which characteristics of an online SC increase the consumer-perceived benefits of possessing a mass-customized product.

Design/methodology/approach

Previous studies on mass customization (MC), sales configuration, and learning psychology are used to develop the research hypotheses, which are tested by analyzing data from 675 configuration experiences from a convenience sample of potential consumers using 31 real online SCs for laptops/notebooks, economy cars, and sport shoes/sneakers.

Findings

The paper finds support for the hypotheses that SCs with higher flexible-navigation, focused-navigation, and easy-comparison capabilities enhance not only the traditionally considered utilitarian benefit (UT), but also the consumer-perceived uniqueness benefit (UN) and self-expressiveness (SE) benefit (SE). Furthermore, consistent with the study’s hypotheses, SCs with higher benefit-cost communication and user-friendly product-space description capabilities are found to improve UT. The hypotheses that these two capabilities enhance UN and SE, however, are not supported. Post-hoc analyses suggest that the examined SCs are generally UT-centered and need improvement of their ability to communicate the UN and the SE a consumer could derive from the purchase of his/her configured product.

Originality/value

While prior research has primarily been concerned with conceptually arguing and empirically showing that uniqueness and self-expressiveness are two additional sources of consumer value in business-to-consumer MC, this is the first empirical study that offers insights into which characteristics online SCs should have in order to draw from these two value sources.

Details

Industrial Management & Data Systems, vol. 117 no. 6
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 3 June 2014

Heekang Moon and Hyun-Hwa Lee

The purpose of this study is to investigate consumers’ intention to use mass customization by incorporating preference fit and their ability to express preferences into…

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1793

Abstract

Purpose

The purpose of this study is to investigate consumers’ intention to use mass customization by incorporating preference fit and their ability to express preferences into the theory of planned behaviour and to examine how consumers perceive behavioural control over the process of online mass customization (OMC). Preference fit, which refers to fit between consumer preference and product attributes, and ability to express preferences were integrated into theory of planned behaviour as two belief variables related to OMC.

Design/methodology/approach

In total, 346 potential respondents were invited via e-mail to participate in the present study acquired from an independent marketing company. We conducted a self-administrated online survey using a video clip with voice instructions to demonstrate the OMC process as a stimulus.

Findings

The results suggest that consumers’ attitudes and perceived behavioural control predicted their OMC use intentions. Preference fit positively affected consumers’ attitudes towards OMC as a behavioural belief, and the ability to express preferences positively influenced preference fit but did not predict perceived behavioural control as a control belief. Clothing involvement was a positive predictor of preference fit and the ability to express preferences.

Originality/value

This study contributes to the OMC literature by suggesting a theoretical framework by extending the theory of planned behaviour and identifying consumers’ belief variables as antecedents of attitudes and perceived behavioural control in the OMC context. In addition, the study examines the role of clothing involvement in facilitating consumers’ OMC beliefs, suggesting the crucial role of clothing involvement as one of individual factors extending theory of planned behaviour framework, in the OMC process.

Details

Journal of Research in Interactive Marketing, vol. 8 no. 2
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 9 March 2015

Juanjuan Wu, Ju-Young M. Kang, Cara Damminga, Hye-Young Kim and Kim K P Johnson

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…

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1245

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.

Details

Journal of Fashion Marketing and Management, vol. 19 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 24 July 2020

Ying Zhang, Ann Marie Fiore, Ling Zhang and Xiaogang Liu

To examine the relationships among website design features, consumer experience responses and patronage intention toward online mass customization (OMC) apparel websites.

Abstract

Purpose

To examine the relationships among website design features, consumer experience responses and patronage intention toward online mass customization (OMC) apparel websites.

Design/methodology/approach

A total of 312 useable online surveys were obtained from Mainland China consumers. Multi-item scales were adopted to measure eight constructs: visual design; information quality; entertainment, aesthetic, educational, escapist experiences; flow; and patronage intention. Structural equation modeling (SEM) was conducted to determine factor structures and to test the hypothesized relationships among website design features, 4Es (entertainment, aesthetic, educational and escapist experiences), flow and consequent purchase intention toward OMC apparel websites.

Findings

All hypotheses, but one, were supported. OMC website visual design; information quality; and entertainment, aesthetic and educational experiences had a positive effect on consumer patronage intention.

Research limitations/implications

Limitations include using a sample of consumers from major cities in China; results cannot be generalized to all Chinese consumers. Websites were not actively navigated. Additionally, the present study examined only two dimensions of OMC website quality, visual design and information quality; more tangible and specific features could be considered in future research.

Practical implications

The findings provide website designers and marketers with insights into experiences that may lead to an increase in patronage intention toward OMC websites.

Originality/value

The study provides evidence that flow helps explain the impact of experiential value (i.e. 4Es) from website design features on patronage intention.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 25 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 23 November 2020

Shouwang Lu, Gong (Gordon) Chen and Kanliang Wang

This study aims to explore the effect of two digital nudging technologies that is overt digital nudging (ODN) and covert digital nudging (CDN), on consumers’ choices of…

Abstract

Purpose

This study aims to explore the effect of two digital nudging technologies that is overt digital nudging (ODN) and covert digital nudging (CDN), on consumers’ choices of nudged options in the context of online customization systems (OCS).

Design/methodology/approach

This paper designed a 2 (ODN: yes/no) by 2 (CDN: yes/no) full factor between-subject lab experiment in the context of online travel package customization. This paper collected and analyzed the number of nudged options (the intermediate options) of choices among consumers in these four scenarios.

Findings

ODN and CDN have positive effects on consumers’ choices of nudged options in online customization (OC). In addition, mixed nudge (a combination of ODN and CDN) has a more significant effect on consumers’ choices of nudged options in OC than using CDN only.

Research limitations/implications

This study focused only on the choice behavior of consumers in the customization context and did not analyze their attitude change. The present study used vendor recommendation as the proxy variable of ODN and default option as the proxy variable of CDN. A future study could explore other instances of ODN and CDN.

Practical implications

This study explores the effects of digital nudging technologies in the context of OCS. The study provides clear guidance for customization vendors on whether to use digital nudging tools and their combinations, and which tools should be preferred.

Social implications

Vendors can adopt digital nudging technology to persuade consumers to choose nudged options. This nudging effect can make consumers’ choices predictable and less uncertain, thus adding profits for vendors.

Originality/value

First, the study focuses on the impact of digital nudging on consumers’ choices and enriches the understanding of the impact of customization system design on consumers’ choices. Second, this paper put forward a new classification method for digital nudging and proposed, respectively, the effect mechanisms on consumers’ customization choices. Third, this study explores the effect of combining multiple nudging tools in OC context on consumers’ choices, which deepens the understanding of the interactive effects of different types of nudging tools.

Details

Nankai Business Review International, vol. 12 no. 1
Type: Research Article
ISSN: 2040-8749

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Article
Publication date: 8 November 2018

Sukyung Seo and Chunmin Lang

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…

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.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 11 January 2022

Rohit Titiyal, Sujoy Bhattacharya and Jitesh J. Thakkar

This paper aims to review the literature on “E-fulfillment” with respect to marketing and operations issues in the current dynamic and complex e-tailing environment and…

Abstract

Purpose

This paper aims to review the literature on “E-fulfillment” with respect to marketing and operations issues in the current dynamic and complex e-tailing environment and thereby generate significant insights.

Design/methodology/approach

This paper is based on a systematic literature review on e-fulfillment focusing on marketing and operations issues therein. This systematic literature review consists of a critical review on e-fulfillment under planning (review question initialisation), searching (literature search), screening (literature evaluation), extraction and synthesis and reporting phases to conceptualise e-fulfillment. A total of 122 research articles have been reviewed to explore e-fulfillment and to develop key constructs and propositions.

Findings

This review provides the following three outcomes. First, the varied-fulfillment definitions have been critically reviewed, leading to synthesis, and thereby, an e-fulfillment definition is provided. Further, the variations for e-fulfillment across product types, which have been identified as a key variable for e-fulfillment, have been explored. Second, authors find five e-fulfillment components at the marketing and operations interface: website quality, customisation strategy, distribution strategy, last mile delivery and return management. Continuing with the e-fulfillment interface with marketing, the linkages between e-fulfillment and select post-purchase consumer behaviours measures across different product types have been reviewed. The paper thus with a focus on synthesising e-fulfillment literature from a process perspective emphasises the consumer behaviour metric for measuring e-fulfillment performance.

Practical implications

This study would help academicians, researchers, e-tailers and practitioners to understand e-fulfillment from a process perspective. For the researcher, it presents areas for future research by giving possible research directions in this emerging area. This study also brings out the impact of e-fulfillment according to product type on the post-purchase consumer behaviour measures, which will help e-tailers to link e-fulfillment to consumer behaviour metrics.

Originality/value

The paper classifies the fragmented literature to develop constructs and propositions for e-fulfillment. This is the first kind of study on e-fulfillment process and its impact on select post-purchase consumer behaviour measures across product types.

Details

Management Research Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-8269

Keywords

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