Online consumer behaviour of mass-customised apparel products

Liliana Simões Ribeiro, Paulo Alexandre Oliveira Duarte, Rui Miguel
  • Journal of Fashion Marketing and Management, May 2017, Emerald
  • DOI: 10.1108/jfmm-07-2016-0068

Online consumer behaviour of mass-customised apparel products

What is it about?

Apply Mowen’s (2000) meta-theoretical model of motivation and personality (3M) and its hierarchy of traits to deeper understand consumer behaviour towards online purchase of mass-customised apparel products.

Why is it important?

The current approach use the hierarchical structure of traits to understand the relationship among personality traits in the mass-customisation field, which, to the best of the authors’ knowledge, no study has proposed

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http://dx.doi.org/10.1108/jfmm-07-2016-0068

The following have contributed to this page: Dr Paulo Duarte and Miss Liliana Simões Ribeiro