Proceedings of the 66th Annual Conference of the International Textile and Apparel Association
We examined the positive and negative effects of mass customization and price on Chinese consumers' perceived value and the effects of perceived value on behavioral intentions and the influence of two Chinese cultural values, relational orientation and man-nature orientation, on these effects.
International Textile and Apparel Association, Inc.
Song, Kun and Fiore, Ann Marie, "Will Mass Customization of Apparel Work in China? An Empirical Examination" (2009). Apparel, Events and Hospitality Management Conference Proceedings and Presentations. 90.