Consumer Attitudes Toward Online Mass Customization: An Application of Extended Technology Acceptance Model

Abstract

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. © 2011 International Communication Association.