haku: @indexterm MASS PRODUCTION / yhteensä: 28
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| Tekijä: | Fiore, A. M. Lee, S.-E. Kunz, G. |
| Otsikko: | Individual differences, motivations, and willingness to use a mass customization option for fashion products |
| Lehti: | European Journal of Marketing
2004 : VOL. 38:7, p. 835-849 |
| Asiasana: | Fashions industry Product design Mass production Individual behaviour USA |
| Kieli: | eng |
| Tiivistelmä: | 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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