English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Tools annual

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Presents the access of premium content as premium feature

Premium Content

Global: Zendy Plus annual

Global: Zendy Free Plan

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.

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