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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 their acceptance of online apparel customization. Hypotheses were tested by employing multigroup structural equation modeling (MSEM). Findings The results identified similarities and differences between US and Taiwanese respondents in the acceptance of online apparel customization. Research limitations/implications This research added knowledge to the existing literature of consumer adoption of new technology as shopping media. Practical implications The paper provides insightful marketing implications for introducing online apparel customization in different cultures. Originality/value This is the first study to compare two extremely different cultures for the adoption of online apparel customization.
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Cho et al. (2010) studied this question.
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