Purpose – The aim of this paper is to examine two culturally different countries regarding the acceptance of online customization of an apparel product. Design/methodology/approach – Based on previous literature, this study established hypotheses to compare US and Taiwan college students for...

Purpose – The purpose of this paper is to identify the determinants of successful customization of apparel in e‐retailing and to provide managerial suggestions for strategic planning. Design/methodology/approach – Using an online survey, data are collected from 300 female adults in the US...