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The influence of Chinese cultural va...

Song, Kun.

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The influence of Chinese cultural values on consumer perceptions and behavioral intention towards an apparel mass customization website.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	The influence of Chinese cultural values on consumer perceptions and behavioral intention towards an apparel mass customization website./
Author:	Song, Kun.
Description:	119 p.
Notes:	Adviser: Ann Marie Fiore.
Contained By:	Dissertation Abstracts International69-04B.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3307043
ISBN:	9780549542865

The influence of Chinese cultural values on consumer perceptions and behavioral intention towards an apparel mass customization website.
Song, Kun.

The influence of Chinese cultural values on consumer perceptions and behavioral intention towards an apparel mass customization website. - 119 p.

Adviser: Ann Marie Fiore.

Thesis (Ph.D.)--Iowa State University, 2008.

Mass customization may deliver superior value to consumers compared to mass production because it provides personalized products with prices close to mass produced products. This assertion was made under the conditions and assumptions in Western societies where individual needs, rights, and interests are greatly valued. It is not known whether mass customization will deliver similar value to consumers in other societies, where different value systems exist. The purpose of the present study was to examine Chinese consumers' responses toward mass customization and the influence of Chinese cultural values on these responses.

ISBN: 9780549542865Subjects--Topical Terms:

1017573
Business Administration, Marketing.

The influence of Chinese cultural values on consumer perceptions and behavioral intention towards an apparel mass customization website.
LDR:03645nam 2200361 a 45 001 955911
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020 $a 9780549542865
035 $a (UMI)AAI3307043
035 $a AAI3307043
040 $a UMI $c UMI
100 1 $a Song, Kun. $3 1279354
245 1 4 $a The influence of Chinese cultural values on consumer perceptions and behavioral intention towards an apparel mass customization website.
300 $a 119 p.
500 $a Adviser: Ann Marie Fiore.
500 $a Source: Dissertation Abstracts International, Volume: 69-04, Section: B, page: 2609.
502 $a Thesis (Ph.D.)--Iowa State University, 2008.
520 $a Mass customization may deliver superior value to consumers compared to mass production because it provides personalized products with prices close to mass produced products. This assertion was made under the conditions and assumptions in Western societies where individual needs, rights, and interests are greatly valued. It is not known whether mass customization will deliver similar value to consumers in other societies, where different value systems exist. The purpose of the present study was to examine Chinese consumers' responses toward mass customization and the influence of Chinese cultural values on these responses.
520 $a This study focused on web-based apparel mass customization and investigated (a) the effects of product price and customization level on consumers' perceived value and (b) the effects of perceived value on consumers' behavioral intention. Additionally, this research examined the moderating roles of Chinese cultural values on the relationships between the marketing attributes (price and customization level) and perceived value and between perceived value and behavioral intention.
520 $a The study used a between-subject experimental design involving manipulations of price and customization level. Four different treatments of a t-shirt website, resulting from the combination of two price levels and two customization levels, were used as the stimuli. A total of 344 participants from China participated in the study. Each respondent browsed one of the four randomly assigned treatments and completed an online questionnaire. Structural equation models were used to test the hypotheses.
520 $a Results showed that higher price significantly reduced Chinese consumers' perception of economic value and efficiency, as hypothesized. Mass customization significantly enhanced consumers' perceptions of product quality, enjoyment, and escapism, as hypothesized. However, respondents did not perceive enhanced economic value from the mass customization treatments. As hypothesized, perceived value explained behavioral intention. The study also found that two Chinese cultural values, relational orientation and man-nature orientation, significantly moderated the relationships between marketing attributes and perceived value and between perceive value and behavioral intention. These findings provide information needed for decision-making about marketing strategies for companies that would like to implement mass customization in China.
590 $a School code: 0097.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Textile Technology. $3 1020710
690 $a 0338
690 $a 0994
710 2 $a Iowa State University. $b Textiles and Clothing. $3 1022619
773 0 $t Dissertation Abstracts International $g 69-04B.
790 $a 0097
790 1 0 $a Cross, Susan E. $e committee member
790 1 0 $a Damhorst, Mary Lynn $e committee member
790 1 0 $a Fiore, Ann Marie, $e advisor
790 1 0 $a Karpova, Elena E. $e committee member
790 1 0 $a Teas, Roy K. $e committee member
791 $a Ph.D.
792 $a 2008
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3307043