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Psychogenic antecedents and apparel customization: moderating effects of gender

机译：心理成因和服装定制：调节性别的影响

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The impact of gender is critical in consumer behavior; however, gender differences have been overlooked in consumer studies. The purpose of this study is to examine how behavior-inducing psychogenic needs (i.e., need for uniqueness, self-promotion, and social identity) influence the way individuals perceive apparel customization, leading to buying intention of customized apparel products. Further, to identify whether gender plays a moderating role in the relationships between those psychogenic needs and the perception of apparel customization. The conceptual model was tested by conducting an online survey of 338 samples from college students in the United States. Structural equation modeling (SEM) was utilized for hypotheses testing. The structural multi-group model was conducted and path coefficient comparisons were made to test the moderating effects of gender. The results indicated that need for uniqueness and social identity are strong determinant factors in eliciting positive perceptions of customization, ultimately resulting in buying intention of customized apparel products; however, the effects of self-promotion was not significant. The results also illustrated that differences exist in antecedents toward customization perception between genders. Both genders are commonly motivated by need for uniqueness. However, males are more driven by social identity and need for uniqueness, whereas females are more inspired by self-promotion. The results offer managerial implications by providing retailers with consumers’ behavior toward fashion customization based on gender differences.
机译：性别的影响对于消费者的行为至关重要。但是，性别差异在消费者研究中被忽略了。这项研究的目的是研究引起行为的心理需求（即对独特性，自我促进和社会认同的需求）如何影响个人对服装定制的看法，从而导致购买定制服装产品的意图。此外，要确定性别在这些心理需求与服装定制感之间的关系中是否起调节作用。通过对美国大学生的338个样本进行在线调查，对概念模型进行了测试。结构方程模型（SEM）用于假设检验。进行了结构多组模型，并进行了路径系数比较以检验性别的调节作用。结果表明，对独特性和社会认同的需求是引起对定制的正面认知的强烈决定因素，最终导致定制服装产品的购买意愿。然而，自我提升的影响并不显着。结果还表明，性别之间在定制感知方面的先例存在差异。性别通常是由对独特性的需求推动的。但是，男性更受社会认同和对独特性的需求驱动，而女性则受到自我提升的启发。通过为零售商提供基于性别差异的消费者对时尚定制的行为，这些结果具有管理意义。

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