Short answer

When designing and marketing mass-customised apparel for the Chinese market, consider how to frame customisation not just as individual choice, but also in ways that align with or do not conflict with group norms and values.

Field: Innovation & Markets
Source: International Journal of Mass Customisation (2011)
Method: Quantitative research with survey data collection.
Evidence: Moderate effect

Chinese consumers' inclination towards group conformity (relational orientation) can diminish their perceived economic value and enjoyment of mass-customised apparel, and weaken the link between perceived value and purchase intent. This innovation & markets research insight is drawn from a 2011 study published in International Journal of Mass Customisation. Using Quantitative research with survey data collection., researchers explored how this design variable affects real-world outcomes. The key design takeaway: When designing and marketing mass-customised apparel for the Chinese market, consider how to frame customisation not just as individual choice, but also in ways that align with or do not conflict with group norms and values.

Study

Innovation & MarketsHigh ImpactModerate effect

Relational Orientation Moderates Apparel Mass Customisation Appeal in China

International Journal of Mass Customisation · 2011

Key Findings

01Relational orientation negatively impacts perceived economic value of mass-customised apparel.
02Relational orientation negatively affects the enjoyment derived from mass-customised apparel.
03Relational orientation weakens the relationship between perceived value (economic, enjoyment) and behavioural intention towards the marketer.

Application

Design takeaway

How to apply

Segment Chinese consumers based on their relational orientation and develop distinct marketing campaigns and product positioning for each segment when offering mass-customised apparel.

Project actions

01When researching consumer behaviour, always consider the cultural context.
02Investigate how cultural values might influence the adoption of new product strategies like mass customisation.

Method & Evidence

AimTo investigate how relational orientation influences Chinese consumers' perceptions and behavioural intentions regarding apparel mass customisation.

MethodQuantitative research with survey data collection.

ProcedureA study was conducted to measure Chinese consumers' relational orientation and their responses (perceived value, behavioural intention) to apparel mass customisation scenarios. Statistical analysis was used to determine the moderating effects of relational orientation.

ContextApparel industry, mass customisation, Chinese consumer market.

Variables

IVRelational orientation, aspects of mass customisation (e.g., perceived economic value, enjoyment).

DVConsumer behavioural intention towards a marketer.

Strengths & Limitations

Strengths

+Addresses a specific cultural nuance in consumer behaviour.
+Provides actionable insights for marketing strategies.

Limitations

The findings might not apply to younger generations in China who may have different values, or to other product types.

Reliability & validity

Reliability would depend on consistent measurement of relational orientation and consumer responses. Validity would be supported if the findings align with broader theories of cultural psychology and consumer behaviour.

Think critically

How might the increasing global exposure and influence of Western individualism on younger Chinese generations alter their responses to mass customisation in the future?

Design Principles

"Cultural values significantly shape consumer responses to product customisation; marketing strategies must be culturally sensitive."

Understanding cultural values is crucial for tailoring mass customisation strategies. This insight highlights that a one-size-fits-all approach to customisation marketing may fail in diverse cultural contexts, necessitating nuanced strategies.

What This Means for Your Design

For Chinese shoppers, wanting to fit in with a group can make them less excited about customising clothes, even if they can choose their own style. It also makes them less likely to buy if they don't see the value.

How to use in your project

1.Use this research to justify why you are focusing on specific cultural considerations in your user research for a customisation project.
2.Cite this study when discussing how cultural values can impact the perceived value and adoption of innovative product strategies.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that cultural values, such as relational orientation in China, can significantly influence consumer responses to mass customisation. Specifically, a strong inclination towards group conformity may lead to lower perceived economic value and enjoyment from customisable products, and can weaken the link between perceived value and purchase intentions, suggesting a need for culturally nuanced marketing strategies.

Source

International Journal of Mass Customisation

The influence of relational orientation on Chinese consumers' responses towards apparel mass customisation

journal · 2011

View source

Questions About This Research

What does the research say about relational orientation moderates apparel mass customisation appeal in china?: When designing and marketing mass-customised apparel for the Chinese market, consider how to frame customisation not just as individual choice, but also in ways that align with or do not conflict with group norms and values. Evidence: International Journal of Mass Customisation (2011).
Why does "Relational Orientation Moderates Apparel Mass Customisation Appeal in China" matter for design?: Understanding cultural values is crucial for tailoring mass customisation strategies. This insight highlights that a one-size-fits-all approach to customisation marketing may fail in diverse cultural contexts, necessitating nuanced strategies.
How can designers apply this research?: When designing and marketing mass-customised apparel for the Chinese market, consider how to frame customisation not just as individual choice, but also in ways that align with or do not conflict with group norms and values.
What were the main findings?: Relational orientation negatively impacts perceived economic value of mass-customised apparel.. Relational orientation negatively affects the enjoyment derived from mass-customised apparel.. Relational orientation weakens the relationship between perceived value (economic, enjoyment) and behavioural intention towards the marketer.
What research method was used?: Quantitative research with survey data collection..
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2011 journal from International Journal of Mass Customisation.
What should I do differently in my next project?: Segment Chinese consumers based on their relational orientation and develop distinct marketing campaigns and product positioning for each segment when offering mass-customised apparel.
What are the limitations?: The study focused specifically on apparel and the Chinese market, limiting generalizability to other product categories or cultures.