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JoVE Journal Behavior
Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
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Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

Article DOI: 10.3791/60035-v • 08:27 min • September 27th, 2019
September 27th, 2019 •
*1, *2
1Department of Fashion Industry, Ewha Womans University, 2Department of Business Administration, Duksung Women's University
* These authors contributed equally

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Summary
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Presented here is a protocol to examine consumer responses toward mass customization in the context of online retailing. The protocol details the online survey procedure and how to analyze data using structural equation modeling and group differences using latent mean analyses.

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EMASS Customization Program Research Tool Evaluate Consumer Benefits Protocol Survey Data Structural Equation Modeling Latent Means Analysis Statistical Data Validity Of Research Retail Technology Marketing Technology Invariance Tests Configural Invariance Matrix Invariance Scalar Invariance Patience Procedure Quality Of Data Hiyun Kim Online Survey Female Consumers Online Apparel Shopping Experience Invitation Email Purpose Of Study Confidentiality Of Responses Guidelines Customization Program Trench Coats
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