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Title: The influence of relational orientation on Chinese consumers' responses towards apparel mass customisation

Authors: Shawn Kun Song; Ann Marie Fiore

Addresses: PHD Media LLC, 220 East, 42nd Street, 7th Floor, NY, 10017, New York, USA. ' Iowa State University, 1062 LeBaron, Ames, IA 50011, USA

Abstract: This study examined the impact of a Chinese cultural value, relational orientation, on Chinese consumers| responses towards mass customisation of apparel. Relational orientation, which stresses the conformity to group norms, was found to moderate the relationships between mass customisation and several aspects of consumers| perceived value. Specifically, relational orientation negatively affected perceived economic value and enjoyment from apparel mass customisation by Chinese consumers. It also negatively affected the impact of several aspects of perceived value on consumers| behavioural intention towards a marketer. The research suggests the need for differentiated marketing strategies based on consumers| relational orientation when implementing mass customisation of apparel in the People|s Republic of China.

Keywords: mass customisation; mass production; apparel industry; garment industry; clothing industry; websites; interaction; consumer responses; perceived value; behavioural intention; Chinese consumers; China; cultural value; relational orientation.

DOI: 10.1504/IJMASSC.2011.042961

International Journal of Mass Customisation, 2011 Vol.4 No.1/2, pp.81 - 105

Received: 27 Jul 2010
Accepted: 19 Jul 2011

Published online: 10 Oct 2011 *

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