search query: @author Kunz, G. / total: 9
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| Author: | Fiore, A. M. Lee, S.-E. Kunz, G. |
| Title: | Individual differences, motivations, and willingness to use a mass customization option for fashion products |
| Journal: | European Journal of Marketing
2004 : VOL. 38:7, p. 835-849 |
| Index terms: | Fashions industry Product design Mass production Individual behaviour USA |
| Language: | eng |
| Abstract: | The conclusion of this study is that the two motivations, trying co-design as an exciting experience and creating a unique fashion product contributed a substantial portion of the variance explained in willingness to use co-design and mediated relationships between individual difference variables (EA, EI, and OSL) and willingness to use co-design. A stronger effect of creating a uniqueness of the product should be the primary marketing feature, but promoting the exciting experience could augment the appeal of co-design. |
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