Consumer Behavior

Exploring Online Consumer Reviews Regarding Customized Apparel Products Through the Eyes of Expectation-Confirmation Theory

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Abstract

In the past decade, apparel companies have adopted online mass customization (MC) offerings using virtual try on technology with integrated 3D body scanning. Limited research is available about consumers’ experiences with these new services and customized products. The purpose of this study was to explore consumers’ online MC experiences with custom-fit apparel products and services through the eyes of the expectation-confirmation theory (ECT). Qualitative content analysis was used to analyze the online consumer reviews (OCRs) (n=297) in Amazon’s Made for You site. We identified the expected themes from ECT, including expectation, confirmation, perceived performance, satisfaction, and potential consequences of dis/satisfaction. This study contributes theoretically to studies on OCRs by identifying content through the lens of the ECT, in that the consumers evaluated their experiences with products and services often based upon the status of dis/satisfaction, antecedents, and consequences of dis/satisfaction. 

Keywords: Virtual try on technology, 3D body scanning, Online consumer reviews, Custom-fit apparel

How to Cite:

Shin, E., Kincade, D. H. & Han, J., (2022) “Exploring Online Consumer Reviews Regarding Customized Apparel Products Through the Eyes of Expectation-Confirmation Theory”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.16000