基于消费者感知价值的线上线下服装定制模式

doi:10.13475/j.fzxb.20191200308

纺织学报 ›› 2020, Vol. 41 ›› Issue (09): 128-135.doi: 10.13475/j.fzxb.20191200308

基于消费者感知价值的线上线下服装定制模式

李浩¹, 顾力文², 顾雯¹, 刘晓刚¹()

1.东华大学服装与艺术设计学院, 上海 200051
2.东华大学上海国际时尚创意学院, 上海 200051

收稿日期:2019-12-02 修回日期:2020-06-15 出版日期:2020-09-15 发布日期:2020-09-25
通讯作者: 刘晓刚
作者简介:李浩(1989—),男,博士生。主要研究方向为定制服装设计。
基金资助:
上海高校知识服务平台项目(ZX201311000031);上海市艺术科学规划重点项目(ZD2018G02);学科建设专项资助项目(提升自主创新和社会服务能力)(107-08-0241028)

Research on online-to-offline clothing customization mode based on consumer perceived value

LI Hao¹, GU Liwen², GU Wen¹, LIU Xiaogang¹()

1. Fashion & Art Design Institute, Donghua University, Shanghai 200051, China
2. Shanghai International College of Fashion and Innovation, Donghua University, Shanghai 200051, China

Received:2019-12-02 Revised:2020-06-15 Online:2020-09-15 Published:2020-09-25
Contact: LIU Xiaogang

摘要/Abstract

摘要：

为了分析消费者感知价值对线上线下(O2O)服装定制模式的影响,梳理了目前国内O2O服装定制模式的现状,通过文献回顾、案例分析、小组讨论等方法,构建了O2O服装定制模式下消费者感知价值测量维度,采用各测量维度影响消费者购买意愿的概念模型,提出相关假设。通过对收集的589份有效问卷进行因子分析,得知各测量维度有很好的信度和效度。运用结构方程模型对研究假设进行检验。最后,提出了基于消费者感知价值的O2O服装定制模式。结果表明:该模型拟合度很好,研究假设得到验证;消费者感知价值各测量维度中,消费者感知到的专业能力对消费者购买意愿影响最大,而消费者感知到的情感价值对购买意愿影响最小。

关键词: 线上线下, 服装定制, 消费者感知价值, 定制模式, 购买意愿

Abstract:

In order to analyze the impact of consumer perceived value on O2O (online-to-offline) clothing customization mode, the current status of domestic O2O clothing customization brands was discussed. Through literature review, case analysis, group discussion and other methods, the measurement dimensions of consumer perceived value under O2O clothing customization mode were constructed, and the conceptual mode of each measurement dimension affecting consumer purchase intention was used to propose relevant hypotheses. Factor analysis of the 589 collected valid questionnaire feedbacks showed that each of the measurement dimensions has good reliability and validity. The structural equation model was used to test the research hypothesis. The fit indices showed that the model fit was good, and hence the hypotheses were verified. Among the measurement dimensions of consumer perceived value, the professional ability perceived by consumers has the greatest effect on consumer willingness-to-buy, while the emotional value perceived by consumers has the smallest effect on purchase willingness. Finally, an O2O clothing customization mode based on the consumer perceived value was proposed to provide a theoretical reference for the current O2O clothing customization enterprises.

Key words: online-to-offline, clothing customization, consumer perceived value, customization mode, consumer purchase

中图分类号:

F423.3

李浩, 顾力文, 顾雯, 刘晓刚. 基于消费者感知价值的线上线下服装定制模式[J]. 纺织学报, 2020, 41(09): 128-135.

LI Hao, GU Liwen, GU Wen, LIU Xiaogang. Research on online-to-offline clothing customization mode based on consumer perceived value[J]. Journal of Textile Research, 2020, 41(09): 128-135.

图/表 10

图1

表1

图2

表2

感知价值测量维度及相应指标"

维度	测量项目	代码	参考文献
产品质量	定制服装的制作工艺	QUA1	[15-16]
	定制服装的面辅料质量	QUA2
	定制服装的合体性	QUA3
产品性能	定制服装能否经久耐穿	PEF1	[17-18]
	定制服装是否容易维护和打理	PEF2
	定制服装能否适应多个场合的穿着需求	PEF3
	定制服装是否具有可维修性	PEF4
产品评价	亲朋好友对定制服装产品的评价	EVA1	[19-20]
	其他消费者对定制服装产品的评价	EVA2
	第三方媒体对定制服装产品的宣传报道	EVA3
	品牌自身对定制服装产品的宣传推广	EVA4
产品价格	是否经济划算	PRI1	[21-22]
	是否物有所值	PRI2
	商品折扣的大小	PRI3
	服装定制网站/APP是否标明了价格	PRI4
专业能力	服务人员的专业技能及专业知识	PRF1	[23]
	服务人员会告知产品及服务的详细信息	PRF2
	服务人员会根据顾客的体型特征给出定制或穿搭建议	PRF3
	能否制作出完全符合要求的服装	PRF4
品牌服务	服务人员的服务态度	SER1	[22, 24]
	智能化的定制手段(三维量体、VR等)	SER2
	服装定制的速度(服装定制周期的长短)	SER3
	提供上门量体、异地邮寄的服务	SER4
情感价值	喜欢该定制品牌	EMO1	[8-9, 12]
	让我感觉良好	EMO2
	给我带来快乐	EMO3
	让我在体验该品牌的产品或服务时感到轻松	EMO4
社会价值	让我更易于被其他人接受	SOC1	[9]
	改善其他人对我的看法	SOC2
	给别人留下好印象	SOC3
	得到社会认可	SOC4
网站/ APP 性能	定制网站/APP的专业设计风格	WEB1	[25]
	定制网站/APP能否快速提供我想要的信息	WEB2
	定制网站/APP操作的便捷性	WEB3
	定制网站/APP交易的安全性(付款密码、个人隐私等)	WEB4
	定制网站/APP能否根据我的喜好进行产品推荐	WEB5

表2

表3

表4

图3

表5

表6

图4

参考文献 28

[1]	MAITY M, DASS M. Consumer decision-making across modern and traditional channels: e-commerce, m-commerce, in-store[J]. Decision Support Systems, 2014, 61:34-46. doi: 10.1016/j.dss.2014.01.008
[2]	BRIEL F V. The future of omnichannel retail: a four-stage delphi study[J]. Technological Forecasting and Social Change, 2018, 132:217-229. doi: 10.1016/j.techfore.2018.02.004
[3]	SEBALD A K, JACOB F. What help do you need for your fashion shopping? a typology of curated fashion shoppers based on shopping motivations[J]. European Management Journal, 2020, 38(2):319-334. doi: 10.1016/j.emj.2019.08.006
[4]	李露, 谢红, 刘寒雁. 基于O2O模式服装网络定制系统设计研究[J]. 丝绸, 2014, 51(11):32-37.
	LI Lu, XIE Hong, LIU Hanyan. Design of clothing network customization system based on O2O mode[J]. Journal of Silk, 2014, 51(11):32-37.
[5]	管荣伟. 服装零售企业的O2O模式研究[J]. 纺织导报, 2015(1):84-87.
	GUAN Rongwei. Study on the modes of online to offline for clothing retail enterprises[J]. China Textile Leader, 2015(1):84-87.
[6]	朱伟明, 卫杨红. 互联网+服装数字化个性定制运营模式研究[J]. 丝绸, 2018, 55(5):59-64.
	ZHU Weiming, WEI Yanghong. A study on the operation mode of internet + digitalized customized clothing[J]. Journal of Silk, 2018, 55(5):59-64.
[7]	OLIVER R L, DESARBO W S. Response determinants in satisfaction judgments[J]. Journal of Consumer Research, 1988, 14(4):495-507. doi: 10.1086/jcr.1988.14.issue-4
[8]	SHETH J N, NEWMAN B I, GROSS B L. Why we buy what we buy: a theory of consumption values[J]. Journal of Business Research, 1991, 22(2):159-170. doi: 10.1016/0148-2963(91)90050-8
[9]	SWEENEY J C S, GEOFFREY N. Consumer perceived value the development of a multiple item scale[J]. Journal of Retailing, 2001, 77(2):203-220. doi: 10.1016/S0022-4359(01)00041-0
[10]	YANG Z L, PETERSON R T. Customer perceived value, satisfaction, and loyalty: the role of switching costs[J]. Psychology & Marketing, 2004, 21(10):799-822.
[11]	钟凯. 网络消费者感知价值对购买意愿影响的研究[D]. 沈阳: 辽宁大学, 2013: 105-110.
	ZHONG Kai. Research on perceived value influencing online consumers' purchase intention[D]. Shenyang: Liaoning University, 2013: 105-110.
[12]	CHI T, KILDUFF P P D. Understanding consumer perceived value of casual sportswear: an empirical study[J]. Journal of Retailing and Consumer Services, 2011, 18(5):422-429. doi: 10.1016/j.jretconser.2011.06.004
[13]	HSIN Chang H, WANG H W. The moderating effect of customer perceived value on online shopping behaviour[J]. Online Information Review, 2011, 35(3):333-359. doi: 10.1108/14684521111151414
[14]	KUO Y F, WU C M. Satisfaction and post-purchase intentions with service recovery of online shopping websites: perspectives on perceived justice and emotions[J]. International Journal of Information Management, 2012, 32(2):127-138. doi: 10.1016/j.ijinfomgt.2011.09.001
[15]	SWEENEY J C, SOUTAR G N, JOHNSON L W. The role of perceived risk in the quality-value relationship: a study in a retail environment[J]. Journal of Retailing, 1999, 75(1):77-105. doi: 10.1016/S0022-4359(99)80005-0
[16]	SNOJ B, KORDA A P, MUMEL D. The relationships among perceived quality, perceived risk and perceived product value[J]. Journal of Product & Brand Management, 2004, 13(3):156-167.
[17]	BRUCKS M, ZEITHAML V A, NAYLOR G. Price and brand name as indicators of quality dimensions for consumer durables[J]. Journal of the Academy of Marketing Science, 2000, 28(3):359-374. doi: 10.1177/0092070300283005
[18]	GOLDER P N, MITRA D, MOORMAN C. What is quality? an integrative framework of processes and states[J]. Journal of Marketing, 2012, 76(4):1-23.
[19]	MAYZLIN D, DOVER Y, CHEVALIER J. Promotional reviews: an empirical investigation of online review manipulation[J]. American Economic Review, 2014, 104(8):2421-2455. doi: 10.1257/aer.104.8.2421
[20]	应飞虎. 消费者评价制度研究[J]. 政法论丛, 2018(1):111-123.
	YING Feihu. Research on the system of consumer review[J]. Journal of Political Science and Law, 2018(1):111-123.
[21]	陈国平. 消费者感知价格与质量的关系及其应用[J]. 价格理论与实践, 2009(9):67-68.
	CHEN Guoping. The relationship between consumer perceived price and quality and its application[J]. Price:Theory & Practice, 2009(9):67-68.
[22]	OH L B, TEO H H, SAMBAMURTHY V. The effects of retail channel integration through the use of information technologies on firm performance[J]. Journal of Operations Management, 2012, 30(5):368-381. doi: 10.1016/j.jom.2012.03.001
[23]	高广明, 朱江晖, 谷芬芬. 服装卖场顾客感知服务质量评价体系与模型[J]. 纺织学报, 2017, 38(6):136-142.
	GAO Guangming, ZHU Jianghui, GU Fenfen. Evaluation system and model of consumer perceived service quality in clothing stores[J]. Journal of Textile Research, 2017, 38(6):136-142.
[24]	FORMAN C, GHOSE A, GOLDFARB A. Competition between local and electronic markets: how the benefit of buying online depends on where you live[J]. Management Science, 2009, 55(1):47-57. doi: 10.1287/mnsc.1080.0932
[25]	YANG Z L, CAI S H, ZHOU Z, et al. Development and validation of an instrument to measure user perceived service quality of information presenting web portals[J]. Information & Management, 2005, 42(4):575-589.
[26]	温忠麟, 侯杰泰, 马什赫伯特. 结构方程模型检验:拟合指数与卡方准则[J]. 心理学报, 2004(2):186-194.
	WEN Zhonglin, HOU Jietai, MARSH Herbert. Structural equation model testing: cutoff criteria for goodness of fit indices and chi-square test[J]. Acta Psychologica Sinica, 2004(2):186-194.
[27]	林嵩, 姜彦福. 结构方程模型理论及其在管理研究中的应用[J]. 科学学与科学技术管理, 2006(2):38-41.
	LIN Song, JIANG Yanfu. The theory of structure equation model and its application in management research[J]. Science of Science and Management of S & T, 2006(2):38-41.
[28]	郝丽, 刘乐平, 申亚飞. 统计显著性:一个被误读的P值: 基于美国统计学会的声明[J]. 统计与信息论坛, 2016, 31(12):3-10.
	HAO Li, LIU Leping, SHEN Yafei. Statistical significance a misreading of P-values:based on the official statement of ASA[J]. Statistics & Information Forum, 2016, 31(12):3-10.

Metrics

Viewed

Full text

Abstract

Cited

Shared

Discussed

维度	含义
产品质量	定制服装产品在影响消费者使用方面表现出来的优劣程度
产品性能	产品满足消费者需求所具有的物理性能
产品评价	对产品综合性能进行的判断、分析或宣传
感知价格	品牌提供的包含商品和服务的价格与消费者参考价格的对比
专业能力	在品牌营销过程中企业人员向顾客提供的专业技能
品牌服务	企业为消费者提供的满足消费者心理需求的商品或劳务活动过程
情感价值	品牌通过产品或服务引起消费者情感上的共鸣
社会价值	通过产品增强自我社会概念的能力
网站性能	定制服装商品网络销售平台的运行能力

RW	E	SE	CR	P
WTB←QUA	0.177	0.029	4.023	^***
WTB←PEF	0.205	0.028	4.707	^***
WTB←EVA	0.182	0.033	4.201	^***
WTB←PRI	0.188	0.029	4.27	^***
WTB←PRF	0.213	0.032	4.85	^***
WTB←SER	0.206	0.029	4.676	^***
WTB←EMO	0.132	0.034	3.004	0.003
WTB←SOC	0.172	0.034	3.925	^***
WTB←WEB	0.201	0.034	4.601	^***

χ²	绝对拟合指数				相对拟合指数
χ²	RMR	GFI	AGFI	RMSEA	NFI	TLI	CFI
979.08	0.043	0.925	0.911	0.027	0.94	0.979	0.982

RW	E	SE	CR	P
WTB←QUA	0.124	0.041	2.831	0.005
WTB←PEF	0.125	0.039	2.831	0.005
WTB←EVA	0.121	0.046	2.635	0.008
WTB←PRI	0.122	0.043	2.637	0.008
WTB←PRF	0.143	0.049	2.986	0.003
WTB←SER	0.141	0.04	3.29	0.001
WTB←EMO	0.085	0.044	2.024	0.043
WTB←SOC	0.113	0.042	2.873	0.004
WTB←WEB	0.138	0.041	3.653	^***

基于消费者感知价值的线上线下服装定制模式

Research on online-to-offline clothing customization mode based on consumer perceived value

RichHTML

PDF (PC)

摘要/Abstract

引用本文

使用本文

图/表 10

参考文献 28

相关文章 6

Metrics

本文评价

推荐阅读 0

指标等级	划分标准	维度	维度代码
一级	P≤0.003	专业能力	PRF
		品牌服务	SER
		网站/APP性能	WEB
二级	0.003<P<0.04	社会价值	SOC
		产品质量	QUA
		产品性能	PEF
		产品评价	EVA
		产品价格	PRI
三级	0.04<P<0.05	情感价值	EMO

[1]	冀艳波, 王玲丽, 刘凯旋. 基于数字化三维人体模型的旗袍定制设计[J]. 纺织学报, 2021, 42(01): 133-137.
[2]	安娜, 张建磊, 程隆棣. 快时尚品牌形象对购买意愿的影响[J]. 纺织学报, 2020, 41(08): 108-114.
[3]	于小利, 金娟凤, 黄珍珍, 闾慧珠. 面向中小型服装企业的个性化定制订单管理体系构建[J]. 纺织学报, 2020, 41(06): 132-140.
[4]	杜沁盈, 陈舒, 陈李红. 微信平台上服装品牌形象对消费者购买与传播意愿的影响[J]. 纺织学报, 2020, 41(04): 149-154.
[5]	于欣禾, 王建萍. 互联网环境下男衬衫定制顾客感知价值评价方法[J]. 纺织学报, 2020, 41(03): 136-142.
[6]	蔡丽玲季晓芬庞琛. 服装在线评论有用性的影响因素[J]. 纺织学报, 2018, 39(08): 158-163.