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Khoa Anh Ngoc Le
School of Business, International University, Vietnam National University-HCMC
Decision Sciences, Operations Research & Management Engineering Environmental Science Industrial & Manufacturing Engineering Transportation

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Identity Representation in Customization. A Case of Nike Shoes Kiet Tuan Nguyen; Phuong Van Nguyen; Khoa Anh Ngoc Le; Thao Danh Doan Bui
International Journal of Supply Chain Management Vol 7, No 5 (2018): International Journal of Supply Chain Management (IJSCM)
Publisher : International Journal of Supply Chain Management

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Abstract

Customization has been well-studied in perspective of manufacturers in the context of developed countries, however, not well-explored in developing countries like Vietnam. The present research was conducted to address customization as a value creator, associated withthe particularcase of Nike's shoes, for consumers in Vietnam. Based on prior studies, a model was built to examine customization through the meaning of customized products. This research aims to determineimportantfactors influencing the product meaning that young consumers use to evaluate Nike's products. Following a survey-based quantitative approach, Partial Least Square-Structural Equation Model (PLS-SEM) was used to analyze 227 participants, who have used Nike's products. The findings showed that personal identity-based motivation, social identity-based motivation, need for uniqueness, andaestheticimpressions wereimportantpredictors of customized Nike's shoes meaning, which influences consumer evaluation of the products.
Co-Authors Kiet Tuan Nguyen Phuong Van Nguyen Thao Danh Doan Bui