Open AccessConsumer Attitudes Toward Online Mass Customization: An Application of Extended Technology Acceptance Model
Author(s) -
Lee HyunHwa,
Chang Eunyoung
Publication year - 2011
Publication title -
journal of computer‐mediated communication
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.15
H-Index - 119
ISSN - 1083-6101
DOI - 10.1111/j.1083-6101.2010.01530.x
Subject(s) - technology acceptance model , mass customization , personalization , conceptual model , psychology , control (management) , conceptual framework , process (computing) , knowledge management , usability , computer science , marketing , business , human–computer interaction , sociology , artificial intelligence , database , social science , operating system
This study investigates consumer attitudes toward the online codesign process in mass customization among Korean consumers. The extended Technology Acceptance Model (TAM) was our theoretical framework, along with the constructs of perceived control and enjoyment. Web skill and fashion involvement were integrated as individual characteristics variables in the model. Data from 749 self‐administered surveys collected in South Korea were used in this study. Findings indicated that TAM was an effective conceptual framework in explaining consumer response to the online codesign process. The statistically significant results of the perceived enjoyment and control constructs in the extended TAM suggest the importance of their addition to building a model to explain consumer attitudes toward the online codesign process.