ABSTRACT The purposes of the study were to identify consumers’ characteristics as predictors of purchase intentions (PI) of men’s mass-customized (M-C) apparel and to examine whether the predictors of PI were also predictors of willingness to pay (WTP) a premium for M-C apparel. Nine consumer characteristics were proposed as potential predictors: fashion innovativeness, three types of perceived behavioral control (self-efficacy, time availability, and money availability), two types of experience (experience in apparel mass customization (MC) and experience in a product category), and three demographic variables (age, education, and household income). Seven hypotheses were developed based on theories and relevant research. An online survey was used for the data collection, and 474 male consumers in the United States were recruited for the study. The results, obtained by bootstrapping Structural Equation Modeling, indicated that fashion innovativeness, self-efficacy, time availability, experience in apparel MC, and age were predictors of PI. Time availability and age were predictors of WTP a premium. Young male consumers were more likely to purchase M-C dress shirts and more willing to pay a premium. The applications of the findings were discussed.

中文翻译：

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消费者特征可预测购买意愿和愿意为男性大规模定制服装支付溢价的意愿

摘要本研究的目的是确定消费者特征作为男性大量定制（MC）服装购买意向（PI）的预测因素，并检查PI的预测因素是否也是愿意支付（WTP）保险费的预测因素。 MC服装。提出了九种消费者特征作为潜在的预测指标：时尚创新性，三种感知的行为控制（自我效能，时间可用性和金钱可用性），两种体验（服装批量定制（MC）体验和产品类别的体验） ）和三个人口统计变量（年龄，教育程度和家庭收入）。根据理论和相关研究提出了七个假设。使用在线调查收集数据，并在美国招募了474位男性消费者进行这项研究。通过自举结构方程式建模获得的结果表明，时尚创新性，自我效能感，时间可用性，服装MC经验和年龄是PI的预测指标。时间可用性和年龄是WTP的预测指标。年轻的男性消费者更有可能购买MC衬衫，也更愿意支付溢价。讨论了发现的应用。