2019 journal article
The impact of mass customization on fashion-innovative students: an assessment of need for uniqueness, self-identity, and perceived performance risk
International Journal of Fashion Design, Technology and Education.
Contributors: D. Matthews n, L. Rothenberg nβ & S. Gopalakrishnan*
Many retailers have implemented mass customisation technologies to allow customers to individualise products. While the concept of customisation has been assessed, few studies to date have examined customisation among fashion-innovative students who may possess distinctive product needs. Thus, the purpose of this research was to assess the relationship between Attitude towards Mass Customization and Purchase Intention among fashion-innovative students. In addition, this study investigated the impact of Need for Uniqueness, Self-Identity, and Perceived Performance Risk on Attitude towards Mass Customization among fashion-innovative students. Data were collected using a self-administered online survey. Partial Least Squares Structural Equation Modelling (PLS β SEM) was employed to test the hypothesised model. Results indicate that a positive relationship existed between attitude towards customisation and purchase intention among fashion-innovative students. The study also revealed fashion-innovative students may possess the concern of perceived performance risk when considering the concept of customisation.