RT Journal Article SR Electronic T1 Tradition Meets Technology: Can Mass Customization Succeed in China? JF Journal of Advertising Research JO J Advert Res FD WARC SP 506 OP 522 DO 10.2501/S0021849908080586 VO 48 IS 4 A1 Kun Song A1 Ann Marie Fiore YR 2008 UL http://www.journalofadvertisingresearch.com/content/48/4/506.abstract AB This study examined Chinese consumers' responses toward mass customization of apparel. Mass customization, as a marketing approach, was developed in reaction to the increasingly individualized Western markets. This study tested consumers' value perception about apparel mass customization in the collectivistic Chinese market. Using an experimental design with Chinese respondents, we found that price and customization levels affect various aspects of perceived value that, in turn, affect behavioral intentions. The findings provide information needed for decision making about marketing strategies for companies that would like to implement mass customization in China.