In response to the rapid technology development but inadequate attention on consumer value of virtual idol, this study aims to explore the connotation of perceived characteristics of virtual idols, dimensional indicators, and the mechanism of their influence on consumers' adoption intention. Through the method of in-depth interviews and grounded theory, this study found the perceptual characteristics of virtual idols including nine elements: appearance characteristics, temperament characteristics, movement characteristics, voice characteristics, storylines, story scenes, character features, technical empowerment, and personality empowerment. Based on the Stimulus-Organism-Response theory, a theoretical framework established to explain the influence mechanism: from perceptual characteristics of virtual idols, to social identity, to consumption value and emotional value, to consumers' adoption intention. This study can help virtual idol enterprises get closer to consumers, and promote the healthy development of virtual idols.

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China apparel customization brands (CACBs) have been recently growing in massive quantities despite being in their infancy stages of brand value building. Although scholars have proven brand value’s importance in sustainable brand growth, studies on the specific context of CACBs are still limited. This research proposes a conceptual framework of CACBs’ brand value measured dimension based on previous studies and divides brand value into both general and specific dimensions. Accordingly, qualitative (semi-structured interviews) and quantitative (online survey) studies were conducted from the perspectives of practitioners and consumers. Ultimately, a scale of 30 items with nine dimensions was generated. Results reveal that brand association in the general dimensions and brand service in the special dimensions were the largest promoters of CACB brand value. Hence, practitioners should pay more attention to dimensions of cognitive conflicts. Practical suggestions for apparel customization marketers are proposed to build and enhance brand value.

Abstract-Development and research of new products in fashion small and medium-sized enterprises often lacks of standard. Disarrangement of the developing decision process has the negative effect on their growth and marketing performance. In order to offering a reference decision making standard for them, a cross module decision managing process model is established. It is structured based on the new product developing business process, and also based on the interviews on twelve fashion small and medium-sized enterprises. Besides the model, three main research results are also obtained as following. Four decision modules are extracted. Important decision points are refined. And decision process with information flow and sequence flow is clarified.