Rivista
/
Comportamento
/
Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
JoVE Journal
Comportamento
È necessario avere un abbonamento a JoVE per visualizzare questo.  Accedi o inizia la tua prova gratuita.
JoVE Journal Comportamento
Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

6,771 Views

•

08:27 min

•

September 27, 2019

DOI:

10.3791/60035-v

DOI:
10.3791/60035-v

•

08:27 min
September 27, 2019

•

1 Views
,
1Department of Fashion Industry,Ewha Womans University, 2Department of Business Administration,Duksung Women’s University

Summary

Automatically generated

Presented here is a protocol to examine consumer responses toward mass customization in the context of online retailing. The protocol details the online survey procedure and how to analyze data using structural equation modeling and group differences using latent mean analyses.

Explore More Videos

Mass CustomizationConsumer BenefitsStructural Equation ModelingLatent Means AnalysisOnline Apparel ShoppingTrench Coat CustomizationPerceived BenefitsEmotional AttachmentAttitude Toward CustomizationLoyalty Intentions

Read Article

Cite this Article

Park, M., Yoo, J. Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits. J. Vis. Exp. (151), e60035, doi:10.3791/60035 (2019).

Download .ris file

Copy

Share Video

.

Copy