Predictors of Purchase Intention, Price Willing to Pay, and Willingness to Pay a Premium for Men’s Mass-Customized Dress Shirts

dc.contributor.author Chen-Yu, Jessie
dc.contributor.author Yang, Jung-ha
dc.date 2019-01-29T19:01:05.000
dc.date.accessioned 2020-06-30T05:41:59Z
dc.date.available 2020-06-30T05:41:59Z
dc.date.issued 2018-01-01
dc.description.abstract <p>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.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2018/mb/2/
dc.identifier.articleid 3314
dc.identifier.contextkey 13595477
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2018/mb/2
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/52011
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2018/mb/2/MB_Chen_Yu_Men_s_Mass_customized_Dress_Shirts_RES.pdf|||Fri Jan 14 22:13:40 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.disciplines Marketing
dc.subject.disciplines Social and Behavioral Sciences
dc.title Predictors of Purchase Intention, Price Willing to Pay, and Willingness to Pay a Premium for Men’s Mass-Customized Dress Shirts
dc.type event
dc.type.genre oral
dspace.entity.type Publication
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