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The purpose of this study was to identify the influence of a variety of psychological factors on consumers' adoption of customized products; and to investigate if customization will build special attachment between consumers and the customized products, and whether such emotional attachment will affect the lifespan of the products. To do the research, online survey was conducted. Data cleaning yield 158 valid sample out of 182 returned responses. Our results show that while self-expression and need for uniqueness are revealed positive influences on purchase intention toward customized products, no significant influences of social-identity and other-directedness were illustrated. The results also found that consumers are more likely to build special attachment with customized products they possess, considering the products reflect themselves(self-extension). Such robust emotional attachment between owners and products contributes to extension of product's lifespan by owner's handling with good care and preserving, which reduce landfill wastes.

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Jan 1st, 12:00 AM

Making apparel last: Examining psychological factors motivate the adoption of customized products

The purpose of this study was to identify the influence of a variety of psychological factors on consumers' adoption of customized products; and to investigate if customization will build special attachment between consumers and the customized products, and whether such emotional attachment will affect the lifespan of the products. To do the research, online survey was conducted. Data cleaning yield 158 valid sample out of 182 returned responses. Our results show that while self-expression and need for uniqueness are revealed positive influences on purchase intention toward customized products, no significant influences of social-identity and other-directedness were illustrated. The results also found that consumers are more likely to build special attachment with customized products they possess, considering the products reflect themselves(self-extension). Such robust emotional attachment between owners and products contributes to extension of product's lifespan by owner's handling with good care and preserving, which reduce landfill wastes.

 

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