The influence of relational orientation on Chinese consumers' responses towards apparel mass customisation

Abstract

This study examined the impact of a Chinese cultural value, relational orientation, on Chinese consumers' responses towards mass customisation of apparel. Relational orientation, which stresses the conformity to group norms, was found to moderate the relationships between mass customisation and several aspects of consumers' perceived value. Specifically, relational orientation negatively affected perceived economic value and enjoyment from apparel mass customisation by Chinese consumers. It also negatively affected the impact of several aspects of perceived value on consumers' behavioural intention towards a marketer. The research suggests the need for differentiated marketing strategies based on consumers' relational orientation when implementing mass customisation of apparel in the People's Republic of China.

The effects of customer involvement on perceived service performance and word-of-mouth: the mediating role of service co-creation

“…Specifically, it had a greater impact on the relationship between customer involvement and the freedom of co-creation than the relationship between customer involvement and the degree of collaboration. This finding was complementary to the results of Song and Fiore's (2011) study that customer relational-motivational orientation moderated the relationships between customer perception of mass customization and perceived enjoyment in the Chinese context. Song and Fiore (2011) suggested that Chinese customers of high-level relational orientation were less likely to perceive enhanced enjoyment from mass customization.…”