纺织学报 ›› 2019, Vol. 40 ›› Issue (06): 91-96.doi: 10.13475/j.fzxb.20180805806

• 服装工程 • 上一篇    下一篇

网购服装产品属性对顾客合体满意度的影响

  


  • 收稿日期:2018-08-23 修回日期:2018-12-11 出版日期:2019-06-15 发布日期:2019-06-25

Impact of product attributes of online shopping clothing on customer fit satisfaction

  • Received:2018-08-23 Revised:2018-12-11 Online:2019-06-15 Published:2019-06-25

摘要:

为研究尺寸表、尺码推荐表以及试穿报告等产品属性对顾客合体满意度的影响,首先对35 家淘宝女装店铺网页展示信息进行梳理,得到8 项网页服装展示信息,提取出7 个产品属性;然后,基于S-O-R 模型确定研究框架,借助问卷调查共收集204 个有效样本;最后,建立逐步回归模型分析产品属性对顾客合体满意度的影响。研究发现:顾客侧重阅读尺寸表与产品指数等信息;然而产品的外部属性对顾客合体满意度的影响更显著,二者呈现正相关关系;同时,进一步研究身体质量指数(BMI)对顾客合体满意度的影响发现,不同BMI 模型下影响顾客合体满意度的产品属性有显著性偏差,可获取不同目标顾客态度的有效性信息。

关键词: 网购服装, 产品属性, 顾客合体满意度, 体型指数

Abstract:

In order to investigate the influence of the product attributes on the customer fit satisfaction, the clothing product descriptions of 35 Taobao women′s clothing store were combed. 8 display attributes related to the fit of online shopping clothing and 7 product attributes were extracted. The research framework was developed based on the S-O-R model. 204 valid samples were collected by web-based survey. A stepwise regression model was developed to estimate the influence of various product properties on customer fit satisfaction scores. The results show that customers pay more attention to reading the size chart and product indexes. However, the external attributes of the product have statistically significant influence on the customer fit satisfaction, and a positive correlation exists between the two. At the same time, the influence of body mass index(BMI) on the customer fit satisfaction was further studied. It is found that under different BMI models, the product attributes influencing the customer fit satisfaction have a significant difference, and the validity information of different target customer groups can be obtained.

Key words: online shopping clothing, product attribute, customer fit satisfaction, body index

[1] CHAPMAN, K. Sizing up fit issues[J]. AATCC REVIEW, 2002, 2(10): 33-36.
[2] 潘丽, 网络环境下销售服装的展示[D]. 无锡:江南大学, 2007:4-8.
PAN Li. The apparel presentations of online apparel sale[D]. Wuxi:Jiangnan University, 2007:4-8.
[3] KIM H, DAMHORST M L. The Relationship of body-related self-discrepancy to body dissatisfaction, apparel involvement, concerns with fit and size of garments, and purchase intentions in online apparel shopping[J]. Clothing & Textiles Research Journal, 2010, 28(4): 239-254.
[4] 宋明莉. 产品描述对女大学生网购服装感知风险的影响研究[D]. 杭州:浙江理工大学, 2016:13-15.
SONG Mingli. The impact of product description on the perceived risk of female college students online shopping clothing[D]. Hangzhou: Zhejiang Sci-Tech University, 2016:13-15.
[5] Eonyou SHIN, Fatma BAYTAR. Apparel fit and size concerns and interntions to use virtual try-on: impacts of body satisfaction and images of models’ bodies [J].Clothing and Textiles Research Journal, 2014, 32(1): 20-33.
[6] ZHANG Mingli, DING Suyun, xuBIAN Yuanwei. The online reviews’ effects on internet consumer behavior: an exploratory study[J].Journal of Electronic Commerce in Organizations, 2017, 15(4): 84-94.
[7] Hyunwoo Hwangbo, Yang Sok KIM, Kyung Jin CHA. Recommendation system development for fashion retail e-commerce[J].Electronic commerce reasearch and applications, 2018, 28: 94-101.
[8] Xuyuan TAO, Xiao CHEN, Xianyi ZENG, et al. A customized garment collaborative design process by using virtual reality and sensory evaluation on garment fit [J].Computers & Industrial Engineering, 2018, 115: 683-695.
[9] 毛连忠, 郝矿荣, 丁永生. 基于支持向量机的服装号型推荐模型建立 [J].微型电脑应用, 2016, 32(3): 1-4.
MAO Lianzhong, HAO Kuangrong, DING Yongsheng. Construction of clothing size recommendation model based on SVM[J]. Microcomputer Applications, 2016, 32(3): 1-4.
[10] Gerald Haubl, Valerie Trifts. Consumer decision making in online shopping environments: the effects of interactive decision aids[J].Marketing Science, 2000, 19(1): 4-21.
[11] Miyazaki AD, Grewal D, Goodstein RC. The effect of multiple extrinsic cues on quality perceptiions: a matter of consistency[J]. Journal of Consumer Research, 2005, 32(1): 146-153.
[1] 邵丹 孙妙迪. 网购服装品牌的个性研究[J]. 纺织学报, 2013, 34(5): 127-132.
Viewed
Full text


Abstract

Cited

  Shared   
  Discussed   
No Suggested Reading articles found!