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- Online consumer behaviour of mass-customised apparel productsPublication . Ribeiro, Liliana Simões; Duarte, Paulo; Miguel, RuiPurpose The purpose of this paper is to apply Mowen’s (2000) meta-theoretical model of motivation and personality (3M) and its hierarchy of traits to deeper understand consumer behaviour towards online purchase of mass-customised apparel products. Design/methodology/approach For the current study, the meta-theoretical model of motivation and personality (3M) and its hierarchy of traits proposed by Mowen (2000) were adapted to use in the context of online purchase of mass-customised apparel products. Appropriate and significant constructs and relationships were identified in the four levels of the hierarchy of needs, specifically: one trait in the first level (surface traits), five specific traits in the second level (situational traits), three broader traits in the third level (compound traits), and finally, eight traits in the fourth level (elemental traits). Findings This research allowed the identification of pertinent personality traits in the context of online purchase of mass-customised apparel products and the comprehension of the relationships among these constructs using a hierarchical framework. Originality/value The originality and value of the current approach is the use of a hierarchical structure of traits to understand the relationship among personality traits in the mass-customisation field, which, to the best of the authors’ knowledge, no study has proposed. Theoretical and methodological contributions to the field derive from the current proposal.
- The role of individual behavioural differences on consumer's intention to purchase online mass-customised apparel productsPublication . Ribeiro, Liliana Simões; Duarte, Paulo Alexandre de Oliveira; Miguel, Rui Alberto LopesElectronic commerce of apparel products has experienced unprecedented growing in the last decade and is considered a major category in the online market. Despite the significant bulk of research in this domain, there are still issues barely explored related to the consumer Individual behavioural differences specifically associated with online apparel mass-customisation. Supported by a detailed literature review, the main purpose of this study was to understand the roles of personality traits - desire for unique products, need for touch, apparel involvement and two new proposed traits (need for simplicity and need for reality) on intention to purchase online mass-customised apparel products. The investigation uses as conceptual framework the hierarchy of traits from the meta-theoretical model of motivation and personality (3M) that, to the best of our knowledge has never been applied to explore how traits in different hierarchical levels impact on the intention to purchase online mass-customised apparel products. A structured equation modelling approach was selected to represent the relationships among the constructs, which resulted on a set of 24 hypotheses that were then tested using a quantitative approach. The empirical data was collected through a self-administered online questionnaire directed to a non-probabilistic convenience sample. Considering the purpose of the study, were only considered respondents who have already bought apparel online and those who have not yet bought, but are considering it in the near future, resulting in 840 valid questionnaires retained for further analysis. Data analysis procedures employed include descriptive statistics, Partial Least Squares-Path Modelling technique and hierarchical regression. Major findings indicate that the surface trait - intention to purchase online mass-customised products (first level) - is mostly determined by situational traits (second level traits) - desire for unique products, apparel involvement, need for touch and need for simplicity. Compound traits (third level traits) - sense of uniqueness, need for cognition and need to evaluate - and elemental traits (fourth level traits) - openness to experience, extraversion, neuroticism, need for material resources and need for arousal - were found to be positive predictors of situational traits, but lacks explanatory power on the surface trait - intention to purchase online mass-customised apparel products. Furthermore, in this thesis two new personal traits, need for simplicity and need for reality were proposed and tested. Need for reality was dropped out the model, due to validity and reliability issues, however, this study provides a relevant starting-point for further research and discussion. Moreover, the framework applied has proven to be useful in improving knowledge about the relationships within personal traits in the context of online apparel mass-customisation. The theoretical contributions of this study are expected to extend the knowledge regarding online apparel mass-customisation consumer behaviour. Practical implications are presented and discussed and future research directions are detailed.