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Given the growing interest in online apparel mass customization (OAMC), retailers must understand how consumers perceive the risk of OAMC, which is distinct from general online shopping for apparel. However, no study has provided an empirical analysis of various dimensions of this risk. The present study proposes a multi-item scale developed through item generation, purification, and validation for measuring consumers' perceived risk of OAMC and identifies eight dimensions of this perceived risk. The results have important theoretical and practical implications. Practitioners would be able to enhance their communication ability with their consumers and improve their online mass customization services by reducing certain risk dimensions.
Lee et al. (Tue,) studied this question.
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