Online Customization for Apparel:the Roles of Involvement and Innovativeness

in International Symposium (oral presentation paper), 國際研討會(全文口頭發表)
標題Online Customization for Apparel:the Roles of Involvement and Innovativeness
出版類型國際研討會(全文口頭發表)
出版年度2009
Authorsyunw, 王韻, & Liu 劉貞吟
出版日期Dec 11 2009 12:0
會議地點Hong Kong
其他編號0000
中文摘要

Online customization is one of powerful
marketing strategies. However, customers’ attitudes
toward acceptance and their behavioral intentions to use
play a critical success factor. Based on Technology
Acceptance Model (TAM) this study examined the
relationships among consumers’ beliefs, attitudes and
behavioral intentions toward online customization of
apparel. In this specific context we also explored the
moderating effects of involvement and innovativeness.
We found that the higher degree of involvement the
more positive relationship between customers’ perceived
usefulness and their attitudes toward acceptance of
online customization would be. And we also found that
the higher degree of innovativeness the more positive
relationship between customers’ attitudes toward
acceptance of online customization and their behavioral
intentions to use would be. In practice this study could
provide firms to plan and adjust their market
segmentation and e-commerce strategies.

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