Abstract:

To explore the mechanism by which online apparel customization service quality influences consumers' willingness to customize apparel, a theoretical model was constructed, with online apparel customization service quality and sensory experience as independent variables. With online clothing customization as the research backdrop, this study combines the literature review and research hypotheses to explore the effects of service quality and sensory experience on perceived value and willingness to customize apparel online. Based on the S-O-R model theory, service quality and sensory experience are regarded as external environmental stimuli (S), perceived value is regarded as an organism (O), and willingness to customize clothing online is a kind of behavioral response (R). Service quality (e.g., ease of use, fulfillment, safety, information and personalized service) and sensory experience (e.g., aesthetics and vividness) are informativeness variables, perceived value is the mediating variable and willingness to customize clothes online is the dependent variable.

The questionnaire consists of three parts: first, participants are instructed to experience a clothing personalization system (e.g., Spreadshirt or Cloud Clothing Customization) for 30 seconds, engaging in the shopping process except for the payment step. The second part is the measurement scale, including items on service quality, sensory experience, perceived value and willingness to customize apparel online. The third part of the questionnaire consists of basic personal information. In particular, the 5-point Likert scale is adopted in the second part of the questionnaires from "1 = strongly disagree" to "5 = strongly agree". A total of 310 valid samples were collected from individuals within online customization communities. Descriptive statistical analysis, factor analysis, and regression analysis were adopted to explore the influential factors on the willingness to customize apparel online and optimize the consumers' evaluation items. This study conducted a statistical analysis of the valid data sample, and the proportion of men and women was 44.5% and 55.5% respectively; the main participants were aged 18‒34 years old (95.6%). This study primarily targets the age group of 18‒29 years, who are more sensitive to new technologies and new things that are regarded as the potential customers. The findings show that online customization service quality, including ease of use, fulfillment, security, informativeness, and personalized service, as well as sensory experience, including aesthetics and vividness, have a positive impact on perceived value.; service quality (fulfillment, security and informativeness), sensory experience (aesthetics and  vividness), and perceived value have a positive impact on the willingness to customize clothing online; perceived value positively mediates between service quality (ease of use, fulfillment, security, informativeness and  personalized service) and willingness to customize clothing online, and fully mediates between sensory experience (aesthetics and vividness) and willingness to customize online. The findings of the study enrich the theory of the S-O-R model and explore the influential factors of service quality and sensory experiences on willingness to customize clothing online. It also provides reference for the development of clothing customization technology and the setup of evaluation items.  

Key words:

service quality,  , sensory experience,  , perceived value,  , willingness to customized clothing online, regression analysis

摘要： 为探究服装在线定制服务质量与感官体验对消费者定制意愿的影响机制，构建了以服装在线定制服务质量、感官体验为自变量，感知价值为中介变量，在线定制意愿为因变量的理论模型。以在线定制消费群体为对象，使用描述统计分析、因子分析、回归分析对收集有效问卷进行数据统计，探索了服装在线定制意愿的影响因素并优化了消费者评价指标。研究表明，在线定制服务质量（易用性、履行性、安全性、信息性、个性化服务）、感官体验（审美性、生动性）对感知价值有积极影响；在线定制服务质量（履行性、安全性、信息性）、感官体验（审美性、生动性）、感知价值对服装在线定制意愿有积极影响；感知价值在服务质量（易用性、履行性、安全性、信息性、个性化服务）和在线定制意愿之间起中介作用，且在感官体验（审美性、生动性）和在线定制意愿之间起完全中介作用。研究结论丰富了S-O-R模型理论，并从服务质量、感官体验方面丰富了服装在线定制意愿的影响因素研究，可为服装定制技术开发以及消费者评价指标构建提供参考。

关键词: 服务质量, 感官体验, 感知价值, 服装在线定制意愿, 回归分析