• Journal of Fashion Business
• /
• v.26 no.6
• /
• pp.64-81
• /
• 2022

Many fashion brands provide sophisticated customization services with advanced technology. Previous studies have revealed that a high level of customization aided by technology positively influences purchase intention. However, since fashion products are society-approved symbols, brand prestige and consumer propensity are expected to affect purchase behavior of customized products. This study aims to identify the purchase decision mechanism of customized products by identifying the relationships among self-expression, brand prestige, narcissistic disposition, and purchase intention. An online survey was conducted on 220 Korean women in their 20s and 30s with customization experience. The results of the data analysis showed that the affluent customization area and narcissistic disposition positively affected purchase intention. Surprisingly, when brand prestige was high and narcissistic disposition was low, the more affluent the customization area, the higher the purchase intention. However, for higher narcissistic disposition, no significant relationship was found between the customization area and purchase intention. This study provides insights into discriminatory customization strategies based on consumer propensity and the brand prestige level when providing customization services in fashion brands.

• The International Journal of Costume Culture
• /
• v.5 no.1
• /
• pp.14-25
• /
• 2002

The purpose of this study is to define mass customization in the apparel industry and to discover, the apparel industry's potential to deliver customized apparel products. Different from product-centered mass Production, mass customization is focusing on customers' unique needs. The goal of mass customization is for customers to find exactly what they want at a reasonable price. Using new technologies such as 3-D body scanning and digital printing, mass customization can give customers customfit and personalized garments. Mass customization can satisfy a customer in terms of personalization, fit and design. Adoption of mass customization will open new opportunities for the apparel manufacturer of the future. Mass customization is a strategy that apparel manufacturers should consider for their goals.

• Archives of design research
• /
• v.15 no.2
• /
• pp.233-242
• /
• 2002

Mass customization is a paradoxical word which has some difficulties in introducing to consumer electronic industry due to its mass production system for economy of scale. On the basis of literature review and case studies, this study suggests the mass customization model and design strategy suitable for consumer electronic industry in the aspect of product design. Mass customization models are divided into manufacturer side customization, deliverer side customization, and customer side customization. And the fast is considered as appropriative to consumer electronic industry. Collecting customer 's needs, modular product design, and adopting basic product platform for derivation by 3rd party manufacturer can be used as design strategy for this model. For realization of the mass customization, further research in the area of the participative design for collecting practical design needs of customer wh o are inexpert to product design is needed.

• Journal of the Korean Home Economics Association
• /
• v.40 no.8
• /
• pp.61-69
• /
• 2002

The research of the current situation of made-to-measure production by ready-made men's suit companies was done by interviewing and surveying the made-to-measure specialists. It was apparent that most frequently purchased items in Mass Customization were jackets of formal dress. The results of the research on the current situation of Mass Customization by ready-made clothes companies were as follows. The Mass Customization accounted for 3∼10%. The advantages of Mass Customization were more acceptable sizes, designs and details while the initial reasons for it were unusual physical figures and designs. The posture of a customer during measuring turned out to be critical enough to influence fitness after production. The companies in the research were found out to have materials for Mass Customization in storage and the sizes and other data of fixed circle of customers who would want Mass Customization saved in computer in most of the cases.

• Journal of Korea Game Society
• /
• v.17 no.3
• /
• pp.7-20
• /
• 2017

MMORPG users can create their own identity that they will use to act through in the virtual world utilizing the avatar creation system. The MMORPG customization process, divided into the creation and transformation stages, provides a sandbox for the identity play by users. In this study, analysis of the users' customization attitudes using the Q methodology especially in the transformation stage was conducted. The users' attitudes were found to be categorized into 4 types: 1) fulfilling attitude, 2) customization immersed attitude, 3) customization challenging attitude, and 4) community oriented attitude. Of particular interest are the immersed customization type, where the attitude is driven by the internal motivation of "self-satisfaction" unlike the fulfillment and community oriented attitudes which are driven by instrumental motivation of the avatar, and the continuous desire towards transformation revealed by the challenging customization attitude. This study provides valuable insight in the design perspective for developers in instilling critical immersion elements to the users while preparing to update the level.

• Asia Marketing Journal
• /
• v.18 no.1
• /
• pp.23-35
• /
• 2016

Product customization has been popular since Internet shopping began. Many firms have introduced customization configuration systems, allowing customers to choose a wide range of product attributes, attracting them to participate in the shopping process, and increasing customer satisfaction. Paradoxically, the attribute-by-attribute (AbA) choice in the customization process requires a high-information processing load resulting in shopper confusion. To reduce this confusion, the CvSS (customization via starting solution) system has recently been developed. However, this system provides solution support only for the starting point of the configuration process. Thus, in this study, the authors proposes the CvWS (Customization via Waypoint Solutions) system, which would greatly reduce the customer effort needed to complete the configuration process by using a novel approach to solve the nonlinear knapsack problem. The newly proposed system is theoretically compared with the AbA customization as well as the CvSS system. Also, its feasibility is discussed in the context of the nonlinear multiconstraint knapsack problem.

• Journal of Digital Convergence
• /
• v.10 no.6
• /
• pp.111-131
• /
• 2012

Mass Customization combines the advantages of mass production and customization. Mass customization has been praised as an innovative approach that would result in changes in business paradigm. However, there is no consensus on the concept of mass customization, but only a generally accepted framework exists to explain successful practices. Prior cases in mass customization are those of the small-medium sized or Internet-based companies. We in this paper explore the mass customization cases of market-leading manufacturers. Although those traditional organizations may be not for swift change, the cases of those companies are important because they target mass markets. Lampel and Mintzberg[35] proposed a continuum of strategies ranging from pure standardization to pure customization. This study investigates mass customization strategies of three companies. In this paper, the cases of cosmetics and sports shoe can be described as tailored customization, and the household appliances case can be classified as customized standardization. These three cases are compared with each other from the customers' decoupling point. Findings and implications of this research are discussed.

• The Research Journal of the Costume Culture
• /
• v.21 no.2
• /
• pp.272-286
• /
• 2013

Mass customization is a marketing strategy to meet consumer needs for variation and uniqueness of products. Although there are quite a few studies quantitatively investigated the options provided by mass customization process, scholarly work related to mass customization has provided mixed results on consumer perception of complexity and their responses. The purpose of the study is to derive the factors that influence consumer complexity perception in online apparel mass customization process and consumers' needs to enhance mass customization services. Data were collected by conducting focus group interviews of which 29 participations in 4 groups. The results of the study suggested that consumers perceived complexity through mass customization process due to too many choice options. However, the effect of number of options on respondents' complexity perception was different depending on consumer characteristics such as consumer expertise and fashion involvement, and the characteristics of consumer preference development. Shopping context such as shopping purpose is another moderating factor. This study also suggests that a variety of marketing strategies which can enhance mass customization services affect the relationship between the number of options and consumers' complexity perception. The findings of the study provide academic and managerial implications.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.32 no.2
• /
• pp.259-270
• /
• 2008

The convenience and flexibility due to the spread of Internet allowed consumers to easily participate in marketing activity. Consumers want to participate in designing, manufacturing, delivering of products and service by expressing their opinions to the companies because they want to buy customized goods where their requirements are incorporated. We can expect that, through this interactive process of customization between consumers and companies, strong relationship quality may be built as a result of the interaction. The main purpose of this study is to examine the influence of consumer perception of customization on relationship quality in the e-business context. To accomplish this purpose, I reviewed the concept of customization, identified the perceptive factors of customization in e-business context (i.e., perception of participation level, assessment of flexibility), and examined the type of customization. Whether customization type generates varying degrees of perception of customization and relationship quality is revealed. As a result, collaborative product/service customization generated the highest relationship quality. Assembled product customization that was built based only on predicted consumer needs without any interaction between consumer and company showed a low level of relationship quality. And this type had no significant difference from standardized products. In short, there is a strong need for e-business companies to interact with consumers to improve relationship quality.

• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.14 no.9
• /
• pp.4478-4484
• /
• 2013

The existing mobile customization researches have been performed by the single customization technique to change service of single device. But, the existing single customization techniques are insufficient to change mobile service to multiple devices in batches. In this paper, we propose the customization technique for customizing multiple devices sharing flow control data of mobile service. A multiple customization technique is based on the push service and the cloud service.