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http://dx.doi.org/10.5850/JKSCT.2010.34.4.606

Role of the Flow that Customers Experience upon Participating in the Design Process for the Mass Customization of Apparel Products  

Chang, Ji-Yean (Dept. of Home Economics Education, Korea University)
Lee, Yoon-Jung (Dept. of Home Economics Education, Korea University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.34, no.4, 2010 , pp. 606-616 More about this Journal
Abstract
This study investigates the flow that customers experience when they participate in a design process for the mass customization of apparel products according to participation level and individual personalities. In addition, how the flow influences the satisfaction and final purchase intention is also examined. The subjects were 600 female consumers. The following results were found: First, the level of mass customization was higher, the enjoyment, concentration, product satisfaction, and total satisfaction were higher. Second, the paths of 'participating ability'$\rightarrow$'flow', 'flow'$\rightarrow$'satisfaction'$\rightarrow$'satisfaction' 'final purchase intention' were significant. The process satisfaction had a more significant influence on the final purchase intention than the product satisfaction. Finally, the participation ability had a moderating effect for the flow experience according to the level of mass customization.
Keywords
Mass customization of clothing products; Flow; Purchase satisfaction; Purchase intention; Internet purchase;
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