TY - JOUR
T1 - Hyper-personalization, co-creation, digital clienteling and transformation
AU - Jain, Geetika
AU - Justin Paul
AU - Archana Shrivastava
PY - 2020/12/3
Y1 - 2020/12/3
N2 - 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.
AB - 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.
U2 - 10.1016/j.jbusres.2020.11.034
DO - 10.1016/j.jbusres.2020.11.034
M3 - Journal article
SN - 0148-2963
VL - 124
SP - 12
EP - 23
JO - Journal of Business Research
JF - Journal of Business Research
ER -