Title :
Online customization for apparel: The roles of involvement and innovativeness
Author :
Yun Wang ; Liu, C.-Y.J.
Author_Institution :
Dept. of Apparel, Nat. Pingtung Univ. of Sci. & Technol., Pingtung, Taiwan
Abstract :
Online customization is one of powerful marketing strategies. However, customers´ attitudes toward acceptance and their behavioral intentions to use play a critical success factor. Based on technology acceptance model (TAM) this study examined the relationships among consumer´s beliefs, attitudes and behavioral intentions toward online customization of apparel. In this specific context we also explored the moderating effects of involvement and innovativeness. We found that the higher degree of involvement the more positive relationship between customers´ perceived usefulness and their attitudes toward acceptance of online customization would be. And we also found that the higher degree of innovativeness the more positive relationship between customers´ attitudes toward acceptance of online customization and their behavioral intentions to use would be. In practice this study could provide firms to plan and adjust their market segmentation and e-commerce strategies.
Keywords :
Internet; clothing industry; consumer behaviour; electronic commerce; innovation management; product customisation; apparel; consumer attitude; consumer behavioral intention; consumer belief; customer attitude; e-commerce; innovativeness; involvement; market segmentation; online customization; powerful marketing strategy; technology acceptance model; Books; Clothing; Consumer behavior; Content management; Context modeling; Energy management; Information technology; Innovation management; Marketing management; Technology management; Innovativeness; Involvement; Online Customization; Technology Acceptance Model;
Conference_Titel :
Industrial Engineering and Engineering Management, 2009. IEEM 2009. IEEE International Conference on
Conference_Location :
Hong Kong
Print_ISBN :
978-1-4244-4869-2
Electronic_ISBN :
978-1-4244-4870-8
DOI :
10.1109/IEEM.2009.5373076