Comparison of consumers’ acceptance of online apparel mass customization across web and mobile channels

The purpose of this study is to shed light on understanding consumer apparel mass customization experiences through an experiment focusing on comparing customers' experiences across different online channels. Applying the Technology Acceptance Model, we systematically examined how favorable attitudes were influenced across web and mobile channels. Structural equation modeling, multiple group comparison, and MANOVA were conducted to assess construct validity, and test the proposed framework and hypotheses, respectively. An online survey experiment was designed to collect empirical data. A total of 388 college students from a major university in the United States participated in the study. Based on consumers' real experience, research results showed that beliefs about ease of use, enjoyment, choice variety, and not usefulness or risk affect attitudes, and acceptance of OAMC via both web and mobile channels. Overall consumers favor web channels more than mobile channels and were more likely to get OAMC through websites over retail apps. Theoretical and practical implications were provided based on research findings.