Identity Representation in Customization. A Case of Nike Shoes

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 with the 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 determine importantfactors 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, and aestheticimpressions were importantpredictors of customized Nike's shoes’ meaning, which influences consumer evaluation of the products.