Exploring Customers’ Willingness of Paying More for Customized Footwear with Structural Equation Model

• Main Authors: Maria Soledad Falconi Cobo, 法子晴
• Other Authors: Yeh Wen-Dih, Ph.D.
• Format: Others
• Online Access: http://ndltd.ncl.edu.tw/handle/jb43s3

碩士 === 國立臺北科技大學 === 互動媒體設計研究所 === 104 === Footwear companies are facing a new challenger: increasingly individualized customer requirements. They have to design products for market niches with a mass customized concept, that means: each customer pursuit its own product. Knowing that customers are highly sensible about the price, whereby the objective of this research is to explore the dynamic of these factors in order to give the customers a good reason to choose customized footwear and pay more for them when they purchase it online. Survey data was collected from 199 female university customers with Google Formats help; a SPSS linear regression tool was used to find the influence of three main involvement factors: self-relevance, price perception and product knowledge to the dependent variable: willingness to pay more. Furthermore the researcher develops a Structural Equation Model to define the factors dynamic using LISREL statistic’s tool. The results suggest the factors have to be considered in this business model to get more revenues from the customized products. However, commercial and operative issues are not considered in this study. Whence this research didn’t analyze the complete online customize business model, but this paper can be used as the reference for future investigations.