Research progress of the value co-creation behavior in online customization of apparel
In recent years,changes in consumer attitudes and upgraded demands have sharply increased demand for personalized clothing.This is particularly evident as the post-90s and post-00s generations,who place greater emphasis on experiential aspects,have become the main consumers in the clothing market,driving the development of online clothing customization.Online clothing customization meets consumers'basic needs for personalized attire and offers strong interactivity and experiential value,providing consumers with positive emotional experiences.With the rise of the experience economy,the way traditional enterprises provide value is evolving towards co-creation between enterprises and users,emphasizing the joint creation of user value.To explore the mechanism of user co-creation behavior in online clothing customization,this study analyzed the research hotspots of clothing customization and value co-creation in the past decade based on CiteSpace literature analysis software,and provided a theoretical basis for the combination of research knowledge of the two.It explored the research progress of user co-creation in online clothing customization based on the theory of value co-creation and the research object of online clothing customization.Given the relatively scarce literature on the intersection of these two concepts,this study borrowed and analyzed research results from the field of value co-creation in design,thus opening up a research perspective on the co-creation of value between enterprises and users in the field of clothing customization.The study analyzed the process and influencing factors of users achieving value co-creation with enterprises through collaborative design and interactive feedback.Through literature review,this study categorized the development process of online clothing customization under the experience economy into three stages:traditional customization,Internet+online customization,and Internet+smart customization.Additionally,the study summarized three main characteristics of online clothing customization:personalization,digitization,and collaborative creation.Based on the digital technology and user participation methods used on different platforms,the study also summarized the level of user participation in existing customization platforms.It is evident that as platforms provide more participation methods,users'involvement becomes more profound.Furthermore,the study discussed the origin and main theoretical framework of value co-creation theory,focusing on its research progress in the field of design.However,due to the lack of research on the concept of user value co-creation in online clothing customization,this study drew on value co-creation theory and cases from the design field to analyze value co-creation methods for users in the process of online clothing customization.Finally,this study integrated research results from both online clothing customization and user value co-creation,proposing four suggestions to promote consumer participation in value co-creation for online clothing customization.These suggestions include deeply mining user demands,improving platform design and co-creation experiences,enhancing the frequency and quality of interaction between users and between users and brands,and placing importance on value co-creation in metaverse community platforms and social media.In summary,this study constructs a theoretical framework for consumer participation in value co-creation in online clothing customization,addressing the current scarcity of cross-research between online customization and value co-creation,and providing direction for future related academic research.
online clothing customizationvalue co-creationexperience economyuser value
国家科技期刊平台
NSTL
万方数据
维普
