Abstract
To facilitate apparel firms’ development of effective strategies for e-mass customisation of apparel, this study examined the indirect effects of desire for unique consumer products and the perceived risk on purchase intentions of e-customised apparel based on the theory of planned behaviour. An online survey with a mock website for customised business wear was used to collect data from 296 college students. Structural and measurement models were estimated. Findings showed that interactive function and a quick and convenient co-design process were the important attributes of favourable attitudes towards e-customised apparel. Desire for unique consumer products had an indirect effect on purchase intention through attitude and subjective norm. Perceived risk had an indirect effect on purchase intention through subjective norm. However, perceived behavioural control was not a significant predictor of purchase intention of e-customised apparel. Based on these findings, managerial implications were provided.
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