Consumer Perceptions of Online Apparel Customization
This study was conducted to identify a variety of consumer perceptions of apparel customization in the context of e-retailing. Consumer surveys were performed by email invitations through a marketing firm. The survey participants visited apparel customization websites, which were developed for this study, to customize a pair of jeans before answering open-ended questions. The respondents were 213 female college students in the U.S. Their statements were analyzed and categorized into eight dimensions representing the benefits (usefulness, convenience, and fun/enjoyment) and costs (risk, limitation, self-assurance, time consumption, and unappealing) of online apparel customization. Two discussion topics were drawn from the findings: why people are willing or unwilling to customize apparel online. Insights are generated and future research directions are discussed.