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By conducting an experiment, this research investigated consumers’ evaluation before and after using an Online Apparel Mass Customization (OAMC) system. A research model and hypotheses were developed based on a review of literature on technology acceptance (i.e., usefulness and ease of use), with additional factors including enjoyment, risks, and choice variety. The empirical study was conducted in a marketing research lab with student participants recruited from a major university in the United States. Descriptive statistics, reliability, K-Means cluster analysis, and paired-samples T-test were used to test the proposed hypotheses. Results indicated that consumers who have better impressions toward an OAMC turned to have a significantly lower rate on enjoyment, ease of use, and choice variety evaluation; while consumers who have a lower expectation beforehand have a significantly higher evaluation on enjoyment, but a significantly lower evaluation on ease of use. Theoretical and practical implications were presented.

Does Experience Matter? Understanding the Changes of Consumers’ Evaluation After Using an Online Apparel Mass Customization System