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Research on Consumers’ Perceived Value of Online Garment Customisation

Wang Ruolin
Wang Ruolin
 and 
Liu Kaixuan
Liu Kaixuan
   | Dec 11, 2022
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Article Category: Research Article
Published Online: Dec 11, 2022
Page range: 1 - 8
DOI: https://doi.org/10.2478/ftee-2022-0032
Keywords
© 2022 Wang Ruolin et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Fig. 1

Research theoretical model
Research theoretical model

Fuzzy comprehensive evaluation result

Factor Proportion, % Conclusion
Very unimportant Unimportant Normal Important Very important
F1 0.12 1.39 13.77 42.10 42.60 Very important
F2 1.51 9.13 32.49 35.47 21.41 Important
F3 0.66 1.44 10.40 42.80 44.68 Very important
F4 1.55 7.00 32.33 36.35 22.73 Important
F5 0.00 4.43 25.73 41.40 28.33 Important

Rotated component matrix

Code Definition Website comprehensive function Personalised service Product quality Emotional demand Social value
WEB3 Provide comprehensive information 0.769
WEB2 Convenient operation 0.744
WEB4 Payment security 0.738
SUP2 Merchant reputation 0.703
SUP4 Logistics networking 0.622
IND1 Fitness 0.586
PRI1 Reasonable price 0.575
EMO4 Easy experience process 0.566
WEB1 Interface aesthetics 0.515
SUP3 Logistics speed 0.504
SER3 Measure body size at home 0.805
SER4 Intelligent measurement services 0.795
SER2 Online one-to-one customer service 0.654
SER5 Style recommendation service 0.648
IND3 Participation 0.562
IND2 Dress for your body type 0.552
SER6 Exclusive after-sales service 0.528
QUA2 Quality of accessories 0.797
QUA3 Comfort 0.773
QUA1 Craftsmanship 0.739
QUA5 Wear resistance 0.712
QUA4 Easy to take care of 0.698
EMO2 Curiosity driven 0.749
EMO1 Pursue individuality 0.622
EMO3 Bring happiness 0.599
IND4 Have exclusive identification 0.538
SOC2 Symbolic status 0.764
SOC3 Obtain social recognition 0.713
SOC1 Address occasion needs 0.540

Descriptive analysis

Code Proportion, % Mean Standard deviation Variance
Very unimportant Unimportant Normal Important Very important
QUA1 0.9 1.6 11.2 48.6 37.7 4.21 0.771 0.595
QUA2 0.6 1.2 7.8 44.9 45.5 4.33 0.727 0.529
QUA3 0.6 1.2 3.7 32.7 61.7 4.54 0.689 0.474
QUA4 0.6 1.6 14.3 43.6 39.9 4.21 0.787 0.620
QUA5 0.6 1.6 15.0 44.2 38.6 4.19 0.788 0.621
PRI1 0.3 0.9 11.5 46.7 40.5 4.26 0.720 0.519
PRI2 0.3 2.2 22.1 43.9 31.5 4.04 0.807 0.651
PRI3 0.3 2.8 32.7 38.6 25.5 3.86 0.840 0.706
SER1 0 0.6 13.1 49.2 37.1 4.23 0.690 0.476
SER2 1.6 5.3 30.5 40.8 21.8 3.76 0.906 0.820
SER3 1.2 14.0 38.0 30.8 15.9 3.46 0.961 0.924
SER4 1.6 9.3 35.5 35.8 17.8 3.59 0.938 0.880
SER5 0.6 4.4 30.5 42.7 21.8 3.81 0.848 0.719
SER6 0.3 3.1 15.6 40.5 40.5 4.18 0.827 0.684
IND1 0.3 0.6 9.7 46.7 42.7 4.31 0.695 0.483
IND2 3.1 12.5 42.1 26.2 16.2 3.40 1.001 1.003
IND3 2.2 15.3 35.2 31.5 15.9 3.44 1.001 1.003
IND4 5.0 14.3 36.1 27.1 17.4 3.38 1.083 1.173
IND5 0.9 10.6 28.0 37.7 22.7 3.71 0.966 0.933
WEB1 0.3 3.1 25.9 44.5 26.2 3.93 0.819 0.670
WEB2 0 1.6 11.5 47.0 39.9 4.25 0.717 0.514
WEB3 0 1.9 12.8 42.1 43.3 4.27 0.752 0.565
WEB4 0 0.9 7.2 29.6 62.3 4.53 0.671 0.450
EMO1 0.3 3.1 32.1 41.7 22.7 3.83 0.822 0.676
EMO2 0.6 8.1 42.1 33.0 16.2 3.56 0.879 0.772
EMO3 0.3 2.5 19.0 43.6 34.6 4.10 0.810 0.656
EMO4 0.3 1.9 14.3 44.2 39.3 4.20 0.774 0.599
SUP1 0.3 3.7 24.9 46.4 24.6 3.91 0.817 0.667
SUP2 0 0.9 10.3 32.1 56.7 4.45 0.714 0.510
SUP3 0 1.2 20.2 43.6 34.9 4.12 0.767 0.588
SUP4 0 0.9 14.3 44.5 40.2 4.24 0.726 0.527
SOC1 0 0.9 14.3 49.2 35.5 4.19 0.707 0.500
SOC2 0 6.5 33.0 36.1 24.3 3.78 0.889 0.790
SOC3 0 5.9 29.9 38.9 25.2 3.83 0.874 0.763

Corresponding indicators of the scale

Construct Items Code Reference
Quality value Craftsmanship QUA1 [6,12]
Quality of accessories QUA2
Comfort QUA3
Easy to take care of QUA4
Wear resistance QUA5
Price value Reasonable price PRI1 [3]
Good value for money PRI2
Discount intensity PRI3
Service performance Service attitude SER1 [13]
Online one-to-one customer service SER2
Measure body size at home SER3
Intelligent measurement service (3D anthropometry, etc.) SER4
Style recommendation service SER5
Exclusive after-sales service SER6
Personalised demand Fitness IND1 [14]
Dress for your body type IND2
Participation (experience design, production, etc.) IND3
Have exclusive identification (initials, etc.) IND4
Self-selection of accessories IND5
Website features Interface aesthetics WEB1 [2,3]
Convenient operation WEB2
Provide comprehensive information WEB3
Payment security WEB4
Emotional value Pursue individuality EMO1 [15]
Curiosity driven EMO2
Bring happiness EMO3
Easy experience process EMO4
Supply chain elements Production cycle SUP1 [11]
Merchant reputation SUP2
Logistics speed SUP3
Logistics networking SUP4
Social value Dress occasion needs SOC1 [16]
Symbolic status SOC2
Obtain social recognition SOC3

Total variance explained

Factor Eigenvalue % of Variance Cumulative %
1 10.898 43.891 43.891
2 3.083 9.069 52.960
3 2.186 6.429 59.389
4 1.655 4.867 64.256
5 1.174 3.969 68.225
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