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| Content Provider | IEEE Xplore Digital Library |
|---|---|
| Author | Yun Wang Liu, C.-Y.J. |
| Copyright Year | 2009 |
| Description | Author affiliation: Postgraduate Programs in Management, I-Shou University, Kaohsiung, Taiwan (Liu, C.-Y.J.) || Department of Apparel, National Pingtung University of Science and Technology, Taiwan (Yun Wang) |
| Abstract | 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 consumer's 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. |
| Starting Page | 2236 |
| Ending Page | 2240 |
| File Size | 586618 |
| Page Count | 5 |
| File Format | |
| ISBN | 9781424448692 |
| DOI | 10.1109/IEEM.2009.5373076 |
| Language | English |
| Publisher | Institute of Electrical and Electronics Engineers, Inc. (IEEE) |
| Publisher Date | 2009-12-08 |
| Publisher Place | China |
| Access Restriction | Subscribed |
| Rights Holder | Institute of Electrical and Electronics Engineers, Inc. (IEEE) |
| Subject Keyword | Content management Clothing Involvement Marketing management Innovativeness Information technology Online Customization Consumer behavior Technology management Innovation management Books Technology Acceptance Model Energy management Context modeling |
| Content Type | Text |
| Resource Type | Article |
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