Lang, Chunmin; Xia, Sibei; Liu, Chuanlan - In: Journal of Fashion Marketing and Management: An … 25 (2020) 2, pp. 224-241
Purpose: This study intends to examine consumers' fashion customization experiences through a web content mining (WCM) approach. By applying the theory of customer value, this study explores the benefits and costs of two levels of mass customization (MC) to identify the values derived from...
