Online customization for apparel: The roles of involvement and innovativeness

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.