Predictors of Purchase Intention, Price Willing to Pay, and Willingness to Pay a Premium for Men’s Mass-Customized Dress Shirts
The objectives of the study were to identify predictors for (a) purchase intention, (b) price willing to pay, and (c) willingness to pay a premium for a men’s dress shirt. Because the predictors for different types of MC may vary, the predictors to purchase a dress shirt manufactured by using three specific types of MC (i.e., design MC, fit MC, and personalization MC) were also examined. Results of multiple regression analyses showed that among different types of MC, four common predictors were identified for purchase intention―(a) time availability, (b) fashion innovativeness, (c) MC experience, and (d) age. According to the standardized coefficients, time availability was consistently contributed the most in explaining purchase intention. For price willing to pay, fashion innovativeness and income level were consistent predictors in different types of MC. For willingness to pay a premium, age was a common predictor for design MC and fit MC.