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Hyper-personalization, co-creation, digital clienteling and transformation

机译：超个性化，共同创造，数字客户的客户和转型

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The purpose of this study is to extend the technology-based service adoption model in the fashion industry using digital clienteling and examine the impact of the customer innovativeness, willingness to co-create, and customer involvement on their adoption intention towards co-creatively developed new services through digital transformation. Confirmatory factor analysis with structural equation modelling (SEM) was carried out for the data analysis. The findings of this study reveal that customer innovativeness, attitude, and subjective norms significantly affect their involvement. Policy planners and managers in the fashion industry for implementing technology applications for co-creating service innovation. The study provides an understanding of the TBRA (technology-based reasoned action) model with co-creation as the mediating variable in the use of digital clienteling for hyper-personalization. To the best of our knowledge, this is the first study that uses co-creation as the mediator for investigating digital clienteling for hyper-personalization in the fashion industry.
机译：本研究的目的是利用数字客户拓展时尚界的技术的服务采用模型，并研究客户创新，共同创造意愿的影响，以及客户参与采用创造性开发的创新通过数字转换服务。对结构方程建模（SEM）进行确认因子分析进行数据分析。本研究的调查结果表明，客户创新，态度和主观规范显着影响他们的参与。时尚行业的政策规划者和管理人员实施技术应用，共同创造服务创新。该研究提供了对TBRA（基于技术的理性行动）模型，作为使用数字客户在使用数字客户的中介变量以进行超个性化的调解变量。据我们所知，这是第一项研究，它使用共同创建作为调查时尚行业超个性化的数字客户的调解员。

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