Research On The Customer's Acceptance Of Costume Mass Customization

Based on the analysis of costume mass customization which is an emerging producing & sale mode and the status quo of national costume mass customization development, the author reviewed the constituent of costume mass customization and proposed that customer's acceptance was very important to mass customization. During the research, In terms of providing the foundation for the realization of costume mass customization, the author put forward model and hypothesis of customer's acceptance on costume mass customization on the basis of TAM model, studied on customer's preference on different mass customization factors and covered assembled mode.In the paper, the author affirmed the necessity of costume mass customization at first from the aspects of strategic and economic significance and generalized its system structure. Secondly, the author proposed the model and hypothesis of customer's acceptance on costume mass customization based on the system structure and expatiated its significance, necessity and study method. Third, the author regarded customers as the research object, draw support from questionnaire and made qualitative analysis to the factors that affect customer's acceptance on costume mass customization. Finally, with the aid of statistic software and studying the data, the author depicted the internal relationship of mass customization factors systemically on the basis of qualitative analysis, validated and perfected the original hypothesis. The author also provided factor assembled mode that is practical for costume enterprise.Because of the limitation of research condition, the author fails to make overall research to the costume mass customization, only focus on customer's acceptance. The author hopes this research can give certain practice guidance for the costume enterprise to realize costume mass customization.