基于消费者感知价值的线上线下服装定制模式

为了分析消费者感知价值对线上线下(O2O)服装定制模式的影响,梳理了目前国内O2O服装定制模式的现状,通过文献回顾、案例分析、小组讨论等方法,构建了O2O服装定制模式下消费者感知价值测量维度,采用各测量维度影响消费者购买意愿的概念模型,提出相关假设。通过对收集的589份有效问卷进行因子分析,得知各测量维度有很好的信度和效度。运用结构方程模型对研究假设进行检验。最后,提出了基于消费者感知价值的O2O服装定制模式。结果表明:该模型拟合度很好,研究假设得到验证;消费者感知价值各测量维度中,消费者感知到的专业能力对消费者购买意愿影响最大,而消费者感知到的情感价值对购买意愿影响最小。

Research on online-to-offline clothing customization mode based on consumer perceived value

In order to analyze the impact of consumer perceived value on O2O (online-to-offline) clothing customization mode, the current status of domestic O2O clothing customization brands was discussed. Through literature review, case analysis, group discussion and other methods, the measurement dimensions of consumer perceived value under O2O clothing customization mode were constructed, and the conceptual mode of each measurement dimension affecting consumer purchase intention was used to propose relevant hypotheses. Factor analysis of the 589 collected valid questionnaire feedbacks showed that each of the measurement dimensions has good reliability and validity. The structural equation model was used to test the research hypothesis. The fit indices showed that the model fit was good, and hence the hypotheses were verified. Among the measurement dimensions of consumer perceived value, the professional ability perceived by consumers has the greatest effect on consumer willingness-to-buy, while the emotional value perceived by consumers has the smallest effect on purchase willingness. Finally, an O2O clothing customization mode based on the consumer perceived value was proposed to provide a theoretical reference for the current O2O clothing customization enterprises.