Effects of service quality and sensory experience on the willingness to customized clothing online
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.
service qualitysensory experienceperceived valuewillingness to customized clothing onlineregression analysis
万方数据
维普
