Journal or Book Title
Journal of Business & Management
Mass customization, a hybrid of mass production and customization includes the mass production of individually customized goods. Body-scanning can be both a service and experience involving the use of light-based or laser-based electronic scanning of the customers body form to develop a pattern for a mass customized apparel product offering an individualized fit. A model comprised of relationships between psychological traits, service-based and experience-based motivations for using body-scanning, and willingness to use body-scanning was proposed and statistically supported using 521 university subjects and the analysis of moment structures (AMOS) statistic. As hypothesized, Optimum Stimulation Level (OSL) predicted Experimenting with Appearance (EA) and Enhancement of Individuality (El). As proposed, OSL and EA predicted the motivation, trying body- scanning as an exciting experience. As posited, both EA and El predicted using body- scanning for a better fitting product. Both motivations were mediating variables between the psychological traits and willingness to use body-scanning, but using body-scanning for a better fitting product had a stronger effect. Theoretical and business implications were discussed.
This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
Department of Management, Colorado State University
Fiore, Ann Marie; Lee, Seung-Eun; and Kunz, Grace, "Psychographic Variables Affecting Willingness to Use Body-Scanning" (2003). Apparel, Events and Hospitality Management Publications. 34.