Journal of Textile Research ›› 2020, Vol. 41 ›› Issue (03): 136-142.doi: 10.13475/j.fzxb.20190306707

• Apparel Engineering • Previous Articles     Next Articles

Customer perceived value evaluation method of men's shirts customization under internet environment

YU Xinhe1,2, WANG Jianping1,2,3()   

  1. 1. College of Clothing and Art Design, Donghua University, Shanghai 200051, China
    2. Key Latoratery of Clothing Design & Technology, Ministry of Education, Donghua University, Shanghai 200051, China
    3. Shanghai Institute of Design and Innovation, Tongji University, Shanghai 200092, China
  • Received:2019-03-25 Revised:2019-12-18 Online:2020-03-15 Published:2020-03-27
  • Contact: WANG Jianping E-mail:wangjp@dhu.edu.cn

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Abstract:

In order to build a customer perceived value evaluation scale for online clothing customization, a scale with 19 items was established through pre-experiment based on literature research, combined with the characteristics of clothing customization and Internet distribution. The data of 369 valid questionnaires collected by intentional sampling were processed, and four key dimensions of customer perceived value for men's shirt were obtained through factor analysis: personalized demand, online service, social demand and product quality, among which the personalized demand is the most important. In order to test consumers' comprehensive attitude to the scale, multi-level fuzzy comprehensive evaluations were carried out by using the principle of fuzzy transformation and maximum membership degree. The results show that the four-dimensional scale established in this research can be used to evaluate the perceived value of customers on men's shirt online, and has the highest degree of recognition for the two dimensions i.e. personalized demand and product quality.

Key words: internet, men's shirts, customer perceived value, clothing customization, fuzzy comprehensive evaluation

CLC Number: 

  • TS941.71

Fig.1

Flowchart of research on customer perceived value"

Tab.1

Pre-survey statistical data analysis table"

维度 要素编号 要素 极小值 极大值 均值 方差
K1 手工制作 1 4 2.78 0.916
品质 K2 做工优良、经久耐穿 5 5 4.67 0.593
K3 穿着舒适 5 5 3.77 0.442
K4 面料高档 4 5 3.24 0.791
K5 在线定制服务 3 5 3.97 1.341
K6 量体定制服务 3 5 4.01 1.433
服务 K7 体型特征分析服务 4 5 3.97 0.915
K8 款式推荐服务 4 5 4.15 0.781
K9 在线一对一客服 3 5 3.89 1.216
K10 在线支付方式 1 3 2.78 0.986
渠道 K11 定制界面美观 4 5 4.01 0.893
K12 定制过程便捷 4 5 4.23 0.823
K13 尺寸合体,一人一版 5 5 4.13 0.862
K14 可自主选择衬衫部件款式 5 5 4.19 0.762
K15 符合个人审美、品味 5 5 4.41 0.451
个性化需求 K16 符合个人穿衣风格 5 5 4.31 0.633
K17 符合个人特殊体型 5 5 4.03 0.574
K18 专属售后服务 5 5 3.65 0.867
K19 商品评价权限 5 5 4.09 0.671
K20 自主设计体验 5 5 4.26 0.543
体验 K21 便捷设计 4 5 4.03 0.812
K22 面料可选 5 5 4.37 0.597
K23 工作需要 5 5 4.13 0.754
社会需求 K24 特殊场合需要 5 5 3.81 0.634
K25 社交网络需要 4 5 4.67 0.765
K26 体现身份地位 1 4 2.78 0.987

Tab.2

Descriptive statistics of customer perceived value on men's shirts online customization"

题项 要素 占比/% 平均值 标准差 方差
很不认可 不认可 说不准 认可 很认可
X1 做工优良、经久耐穿 2.2 3.0 11.9 41.2 41.7 4.17 0.907 0.823
X2 穿着舒适 2.4 1.1 3.3 25.5 67.8 4.55 0.820 0.672
X3 面料高档 4.1 6.2 31.2 37.4 21.1 3.65 1.010 1.021
X4 在线定制服务 11.1 22.0 29.0 20.1 17.9 3.12 1.253 1.571
X5 体型特征分析服务 5.1 5.7 17.9 41.7 29.5 3.85 1.070 1.145
X6 款式推荐服务 3.0 6.0 23.6 38.5 29.0 3.85 1.006 1.011
X7 专属售后服务 3.0 6.5 15.7 33.9 40.9 4.03 1.047 1.097
X8 在线一对一客服 7.9 11.9 23.8 32.2 24.1 3.53 1.202 1.446
X9 定制界面美观 3.3 10.0 20.6 38.8 27.4 3.77 1.060 1.123
X10 定制过程便捷 3.3 6.8 18.7 40.1 31.2 3.89 1.026 1.053
X11 商品评价权限 1.9 4.1 16.3 36.3 41.5 4.11 0.949 0.900
X12 尺寸合体,一人一版 3.5 5.7 17.6 36.3 36.9 3.97 1.045 1.092
X13 款式自主设计参与度 2.7 5.1 17.3 38.2 36.6 4.01 0.996 0.992
X14 面料可选 1.9 3.8 15.2 43.6 35.5 4.07 0.909 0.827
X15 符合个人穿搭风格 1.4 1.9 10.8 42.5 43.4 4.25 0.825 0.681
X16 符合个人特殊体型 2.2 2.4 9.8 36.9 48.8 4.28 0.897 0.804
X17 工作需要 2.7 6.0 19.8 40.7 30.9 3.91 0.992 0.984
X18 特殊场合需要(仪式、活动) 2.2 3.5 19.0 41.7 33.6 4.01 0.930 0.864
X19 社交网络需要 3.5 7.3 27.6 40.7 20.9 3.68 0.998 0.995

Tab.3

Reliability analysis of scale"

题项 要素名称 CITC值 项已删除的
α系数
X1 做工优良、经久耐穿 0.528 0.935
X2 穿着舒适 0.419 0.937
X3 面料高档 0.523 0.936
X4 在线定制服务 0.596 0.935
X5 体型特征分析服务 0.649 0.933
X6 款式推荐服务 0.687 0.932
X7 专属售后服务 0.645 0.933
X8 在线一对一客服 0.677 0.933
X9 定制界面美观 0.658 0.933
X10 定制过程便捷 0.712 0.932
X11 商品评价权限 0.628 0.934
X12 尺寸合体,一人一版 0.711 0.932
X13 款式自主设计参与度 0.706 0.932
X14 面料可选 0.728 0.932
X15 符合个人穿搭风格 0.746 0.932
X16 符合个人特殊体型 0.676 0.933
X17 工作需要 0.673 0.933
X18 特殊场合需要 0.688 0.932
X19 社交网络需要 0.582 0.934

Tab.4

Rotating component matrix"

题项 要素名称 个性化
需求		 在线
服务		 社会
需求		 产品
品质
X15 符合个人穿搭风格 0.751
X14 面料可选 0.738
X13 款式自主设计参与度 0.699
X12 尺寸合体,一人一版 0.646
X16 符合个人特殊体型 0.600
X7 专属售后服务 0.539
X11 商品评价权限 0.424
X4 在线定制服务 0.762
X8 在线一对一客服 0.748
X5 体型特征分析服务 0.699
X6 款式推荐服务 0.638
X10 定制过程便捷 0.556
X9 定制界面美观 0.536
X18 特殊场合需要 0.837
X17 工作需要 0.812
X19 社交网络需要 0.778
X1 做工优良 0.800
X2 穿着舒适 0.787
X3 面料高档 0.619

Tab.5

Contribution rate of variance of each factor and results of first-order evaluation"

因子 方差
贡献率/%		 归一化方差
贡献率/%		 占比/% 结论
很不认可 不认可 说不准 认可 很认可
F1 44.39 68.18 2.37 4.21 14.67 38.24 40.51 很认可
F2 8.37 12.85 5.60 10.40 22.30 35.20 26.50 认可
F3 6.83 10.48 2.80 5.60 22.13 41.01 28.46 认可
F4 5.52 8.48 2.89 3.43 15.45 34.69 43.54 很认可
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