The effect of gender on willingness to pay for mass customised running shoes

IF 3.3 Q2 BUSINESS
H. Kalantari, L. Johnson, C. Perera
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引用次数: 3

Abstract

ABSTRACT We investigate whether gender and different levels of customisation have a significant effect on consumers’ willingness to purchase mass customised running shoes. An online panel survey was utilised to collect data from 353 Australian adults who wear running shoes at least once a month. Three attributes – degree of customisation, price, and delivery time were utilised in the data analysis to explore willingness to pay for customised shoes. Informed by conjoint analysis and t-tests, the study makes a significant theoretical contribution by extending the understanding of inconveniences of mass customisation from the perspective of customers’ willingness across genders. It is found that for women, degree of customisation and delivery time are the most important attributes, while for men, price and degree of customisation are the more crucial attributes. Female customers are more willing to purchase the product than male customers. The study addresses the research gap that is how differently females and males who usually have different sensory perceptions respond to mass-customised products. Further, the study provides valuable strategic insights for both manufacturers and marketers to cater fragmented consumer markets through mass customisation by identifying subtle differences in customer readiness among their target group of customers.
性别对大规模定制跑鞋付费意愿的影响
摘要我们调查了性别和不同程度的定制是否对消费者购买大规模定制跑鞋的意愿有显著影响。一项在线小组调查收集了353名每月至少穿一次跑鞋的澳大利亚成年人的数据。数据分析中利用了三个属性——定制程度、价格和交付时间来探索定制鞋的付费意愿。通过联合分析和t检验,该研究从不同性别客户的意愿角度扩展了对大规模定制不便的理解,从而做出了重大的理论贡献。研究发现,对女性来说,定制程度和交付时间是最重要的属性,而对男性来说,价格和定制程度是更重要的属性。女性顾客比男性顾客更愿意购买该产品。这项研究解决了研究差距,即通常具有不同感官感知的女性和男性对大规模定制产品的反应不同。此外,该研究为制造商和营销人员提供了有价值的战略见解,通过识别目标客户群体在客户准备度方面的细微差异,通过大规模定制来迎合分散的消费市场。
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来源期刊
CiteScore
6.90
自引率
31.60%
发文量
34
期刊介绍: The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.
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