The Impact of Online Personalized Customization Experience of Clothing Products on Consumer Purchase Intention
With the development of advanced digital technology,how to utilize online personalized customization experience of clothing products to make consumers perceive value and stimulate their purchasing desire has become a focus of attention.Through literature review,four dimensions of online personalized customization experience for clothing products were determined,and a theoretical model was established between online personalized customization experience,perceived value,and consumer purchasing intention for clothing products.263 valid survey questionnaires were collected from consumers participating in online personalized customization of clothing products.Empirical analysis based on questionnaires shows that the functional experience,image ex-perience,quality experience,and service experience in online personalized customization of clothing products all have a positive impact on consumer purchase intention;Perceived value plays a partial mediating role among the four experiences in online per-sonalized customization of clothing products.The research results can provide reference for businesses with online personalized customization of clothing products to improve their online personalized customization models and marketing strategies.
万方数据
维普
