Cultural comparison for the acceptance of online apparel customization-Reference-Cited by-同舟云学术

Cultural comparison for the acceptance of online apparel customization

Published:2010-09-14 Issue:6 Volume:27 Page:550-557
ISSN:0736-3761
Container-title:Journal of Consumer Marketing
language:en
Short-container-title:

Author:

Cho Hira,Wang Yun

Abstract

PurposeThe aim of this paper is to examine two culturally different countries regarding the acceptance of online customization of an apparel product.Design/methodology/approachBased on previous literature, this study established hypotheses to compare US and Taiwan college students for their acceptance of online apparel customization. Hypotheses were tested by employing multigroup structural equation modeling (MSEM).FindingsThe results identified similarities and differences between US and Taiwanese respondents in the acceptance of online apparel customization.Research limitations/implicationsThis research added knowledge to the existing literature of consumer adoption of new technology as shopping media.Practical implicationsThe paper provides insightful marketing implications for introducing online apparel customization in different cultures.Originality/valueThis is the first study to compare two extremely different cultures for the adoption of online apparel customization.

Publisher

Emerald

Subject

Marketing,Business and International Management

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