Online consumer behaviour of mass-customised apparel products

Abstract

Purpose The purpose of this paper is to apply Mowen’s (2000) meta-theoretical model of motivation and personality (3M) and its hierarchy of traits to deeper understand consumer behaviour towards online purchase of mass-customised apparel products. Design/methodology/approach For the current study, the meta-theoretical model of motivation and personality (3M) and its hierarchy of traits proposed by Mowen (2000) were adapted to use in the context of online purchase of mass-customised apparel products. Appropriate and significant constructs and relationships were identified in the four levels of the hierarchy of needs, specifically: one trait in the first level (surface traits), five specific traits in the second level (situational traits), three broader traits in the third level (compound traits), and finally, eight traits in the fourth level (elemental traits). Findings This research allowed the identification of pertinent personality traits in the context of online purchase of mass-customised apparel products and the comprehension of the relationships among these constructs using a hierarchical framework. Originality/value The originality and value of the current approach is the use of a hierarchical structure of traits to understand the relationship among personality traits in the mass-customisation field, which, to the best of the authors’ knowledge, no study has proposed. Theoretical and methodological contributions to the field derive from the current proposal.

Flow Experience and Consumer Willingness to Pay in Online Mass Customization Processes

“…As a product category, sports shoes were selected because of their popularity regardless of the age of shoppers and their appropriateness for customization. Moreover in recent mass customization literature sport shoe category is a key research area (Ribeiro et al, 2017;Runfola et al, 2018, Zhou et al, 2019Kalantari et al,2021) After visiting the NIKEiD customization program, participants were asked to create their own sports shoes using the program and imagining that they would have made a purchase. They could select styles, fabrics, colors, and patterns and add text or logo when customizing their shoes.…”

Consumer cynicism: Interdisciplinary hybrid review and research agenda

“…Based on Mowen's (2000) hierarchy of traits concept, a person's characteristics are captured at four levels, namely, elemental, compound, situational, and surface (Helm, 2006; Mowen, 2000; Ribeiro et al, 2017). The result is an integrated account of how personality interacts with situations to influence feelings, thoughts, and behaviours (Mowen & Carlson, 2003).…”

Apparel Mass Customization Digital Natives: New Insights into Development and Technology Implementation

“…Other determinant factors identified were perceived enjoyment and supposed control of online MC. A separate study spearheaded by Ribeiro, Duarte and Miguel (2017) revealed that situational traits include the need for unique items, touch, simplicity, reality, and apparel involvement. These arguments imply that the changes in the fashion industry have impacted consumer behaviors and attitudes, leading to the establishment of diverse perspectives toward MC.…”