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Online customization is one of powerful marketing strategies. However, customers' attitudes toward acceptance and their behavioral intentions to use play a critical success factor. Based on technology acceptance model (TAM) this study examined the relationships among consumer's beliefs, attitudes and behavioral intentions toward online customization of apparel. In this specific context we also explored...
In recent years, the production capacity of Chinese leisurewear market has been expanding continuously, and the competition is growing in intensity as well. In such situation, how can we get the competition advantage? This is the starting point of the article.Taking the Chinese University Students (CUS) as the object, who are one of the largest consumption group of leisurewear, this paper has been...
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