Presentation
Will Mass Customization of Apparel Work in China? An Empirical Examination
Apparel, Events and Hospitality Management Conference Proceedings and Presentations
Document Type
Conference Proceeding
Disciplines
Conference
Proceedings of the 66th Annual Conference of the International Textile and Apparel Association
Publication Date
1-1-2009
Geolocation
(47.610377, -122.2006786)
Abstract
We examined the positive and negative effects of mass customization and price on Chinese consumers' perceived value and the effects of perceived value on behavioral intentions and the influence of two Chinese cultural values, relational orientation and man-nature orientation, on these effects.
Copyright Owner
International Textile and Apparel Association, Inc.
Copyright Date
2009
Language
en
Citation Information
Kun Song and Ann Marie Fiore. "Will Mass Customization of Apparel Work in China? An Empirical Examination" Bellevue, Washington(2009) Available at: http://works.bepress.com/amfiore/37/
This proceeding is from the 66th Annual Conference of the International Textile and Apparel Association (2009): pp. 1-2. Posted with permission.