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Consumer Perceptions of Online Apparel Customization: An Exploratory Study

Consumer Perceptions of Online Apparel Customization: An Exploratory Study
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Author(s): Hira Cho (California State University-Northridge, USA)
Copyright: 2012
Pages: 17
Source title: Fashion Supply Chain Management: Industry and Business Analysis
Source Author(s)/Editor(s): Tsan-Ming Choi (The Hong Kong Polytechnic University, Hong Kong)
DOI: 10.4018/978-1-60960-756-2.ch016

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Abstract

This study was conducted to identify a variety of consumer perceptions of apparel customization in the context of e-retailing. Consumer surveys were performed by email invitations through a marketing firm. The survey participants visited apparel customization websites, which were developed for this study, to customize a pair of jeans before answering open-ended questions. The respondents were 213 female college students in the U.S. Their statements were analyzed and categorized into eight dimensions representing the benefits (usefulness, convenience, and fun/enjoyment) and costs (risk, limitation, self-assurance, time consumption, and unappealing) of online apparel customization. Two discussion topics were drawn from the findings: why people are willing or unwilling to customize apparel online. Insights are generated and future research directions are discussed.

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