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

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08:27 min

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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

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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.

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

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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).

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