Abstract
In Future Perfect, Davis (1987) coined the phrase, “mass customization”, marrying mass production and customization. Although the phrase is an oxymoron, Davis believed that firms could gain a competitive advantage by producing personalized goods for the masses. Mass customization aims to provide each customer with products tailored to their particular desires and needs. Furthermore, these goods are produced in a mass-production method, which enables manufacturers to sell them at reasonable prices, reflective of the economies of scale advantage. Anderson-Connell, Ulrich, and Brannon further refined Davis’ definition of mass customization by identifying the consumers’ role in product development, “placing them at the beginning of the value chain that will bring each customer what he or she wants” (2002, p. 241). Instead of the traditional production-push theory, mass customization utilizes the demand-pull theory to supply consumers with made-to-order products. The main objective of this research study is to develop a better understanding of consumers’ attitudes toward mass customization. More specifically, the constructs include need for uniqueness, level of apparel involvement, fit satisfaction with ready-to-wear apparel, and attitudes toward customized apparel. What factors facilitate positive consumer attitudes toward customized apparel? What is the relative importance of these factors? What factors inhibit positive consumer attitudes toward customized apparel? What is the relative importance of these factors?
Published Version
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