Research on Consumers’ Perceived Value of Online Garment Customisation

Abstract With the development of the Internet, consumers began to pursue personalised services and products. However, little systematic research on consumers’ online garment customisation behavior has been conducted. Garment customization enterprises rely on consumer behaviour which is difficult to accurately judge. In order to better understand online consumers’ purchase intention of garment customization, this paper studies consumers’ perceived value. Through literature reading, group discussion and other methods, this paper constructed a theoretical model of eight measurement dimensions, and conducted factor analysis on the 321 questionnaires collected. Five key dimensions were obtained: the website comprehensive function, personalised service, product quality, emotional demand and social value. To test the comprehensive attitude of consumers to the results of this model, a fuzzy comprehensive evaluation was carried out. The results show that consumers have a high degree of recognition of the research results and acceptance of the research model, among which the recognition of product quality and website comprehensive function are the highest.