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CUL

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In spite of the growth in popularity of hand-made apparel, little is known about the personality traits that may influence the way in which consumers perceive the value of such products. Understanding the process of value judgment is important for business owners of hand-made apparel, since such clothes lack traditional product information cues, such as brand name, and is often more expensive than mass-market products. To fill this gap in literature, the study hypothesized that vanity (physical concern and physical view) influences consumers’ involvement in clothing (H1); involvement in turn influences consumers’ perceived product knowledge (H2); and finally, perceived product knowledge, in turn influences their perceived product value (H3).

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Nov 11th, 12:00 AM

Hand-Made, One-of-a-Kind Apparel: Evaluation Based on Personal Vanity

In spite of the growth in popularity of hand-made apparel, little is known about the personality traits that may influence the way in which consumers perceive the value of such products. Understanding the process of value judgment is important for business owners of hand-made apparel, since such clothes lack traditional product information cues, such as brand name, and is often more expensive than mass-market products. To fill this gap in literature, the study hypothesized that vanity (physical concern and physical view) influences consumers’ involvement in clothing (H1); involvement in turn influences consumers’ perceived product knowledge (H2); and finally, perceived product knowledge, in turn influences their perceived product value (H3).

 

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