Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Role of the Flow that Customers Experience upon Participating in the Design Process for the Mass Customization of Apparel Products

의류제품의 매스 커스터마이제이션을 위한 디자인 과정 참여시 소비자가 경험하는 플로우의 역할에 관한 연구

  • Received : 2009.12.03
  • Accepted : 2010.03.22
  • Published : 2010.04.30
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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.

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References

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