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MC 2.0: testing an apparel co-design experience model

MC 2.0: testing an apparel co-design experience model 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Fashion Marketing and Management Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1361-2026
DOI
10.1108/JFMM-07-2013-0092
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Fashion Marketing and ManagementEmerald Publishing

Published: Mar 9, 2015

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