What is Online Customization

The adoption of customizing features is expected to provide a strategic advantage to e-retailers that want to move forward in a competitive environment. The goal of this chapter is to identify a variety of aspects of consumer perceptions on e-customization for apparel shopping and to understand what can motivate the willingness of consumers to participate in the value creation process. A survey was conducted using developed customization websites for the ordering of a pair of jeans. Data were collected from 213 female college students in the U.S. Their statements after experiencing the customization process were analyzed and categorized into three dimensions of benefits (usefulness, convenience, and fun/enjoyment) and five dimensions of costs (risk, limitation, self-assurance, time consumption, and unappealing) of e-customization. Based on the findings, two discussion topics were drawn: why people are willing or unwilling to customize apparel online. Insights are generated and future research directions are discussed.