Research on Consumers’ Perceived Value of Online Garment Customisation

Construct	Items	Code	Reference
Quality value	Craftsmanship	QUA1	[6,12]
	Quality of accessories	QUA2
	Comfort	QUA3
	Easy to take care of	QUA4
	Wear resistance	QUA5
Price value	Reasonable price	PRI1	[3]
	Good value for money	PRI2
	Discount intensity	PRI3
Service performance	Service attitude	SER1	[13]
	Online one-to-one customer service	SER2
	Measure body size at home	SER3
	Intelligent measurement service (3D anthropometry, etc.)	SER4
	Style recommendation service	SER5
	Exclusive after-sales service	SER6
Personalised demand	Fitness	IND1	[14]
	Dress for your body type	IND2
	Participation (experience design, production, etc.)	IND3
	Have exclusive identification (initials, etc.)	IND4
	Self-selection of accessories	IND5
Website features	Interface aesthetics	WEB1	[2,3]
	Convenient operation	WEB2
	Provide comprehensive information	WEB3
	Payment security	WEB4
Emotional value	Pursue individuality	EMO1	[15]
	Curiosity driven	EMO2
	Bring happiness	EMO3
	Easy experience process	EMO4
Supply chain elements	Production cycle	SUP1	[11]
	Merchant reputation	SUP2
	Logistics speed	SUP3
	Logistics networking	SUP4
Social value	Dress occasion needs	SOC1	[16]
	Symbolic status	SOC2
	Obtain social recognition	SOC3

Table 2

Descriptive analysis

Code	Proportion, %					Mean	Standard deviation	Variance
Code	Very unimportant	Unimportant	Normal	Important	Very important	Mean	Standard deviation	Variance
QUA1	0.9	1.6	11.2	48.6	37.7	4.21	0.771	0.595
QUA2	0.6	1.2	7.8	44.9	45.5	4.33	0.727	0.529
QUA3	0.6	1.2	3.7	32.7	61.7	4.54	0.689	0.474
QUA4	0.6	1.6	14.3	43.6	39.9	4.21	0.787	0.620
QUA5	0.6	1.6	15.0	44.2	38.6	4.19	0.788	0.621
PRI1	0.3	0.9	11.5	46.7	40.5	4.26	0.720	0.519
PRI2	0.3	2.2	22.1	43.9	31.5	4.04	0.807	0.651
PRI3	0.3	2.8	32.7	38.6	25.5	3.86	0.840	0.706
SER1	0	0.6	13.1	49.2	37.1	4.23	0.690	0.476
SER2	1.6	5.3	30.5	40.8	21.8	3.76	0.906	0.820
SER3	1.2	14.0	38.0	30.8	15.9	3.46	0.961	0.924
SER4	1.6	9.3	35.5	35.8	17.8	3.59	0.938	0.880
SER5	0.6	4.4	30.5	42.7	21.8	3.81	0.848	0.719
SER6	0.3	3.1	15.6	40.5	40.5	4.18	0.827	0.684
IND1	0.3	0.6	9.7	46.7	42.7	4.31	0.695	0.483
IND2	3.1	12.5	42.1	26.2	16.2	3.40	1.001	1.003
IND3	2.2	15.3	35.2	31.5	15.9	3.44	1.001	1.003
IND4	5.0	14.3	36.1	27.1	17.4	3.38	1.083	1.173
IND5	0.9	10.6	28.0	37.7	22.7	3.71	0.966	0.933
WEB1	0.3	3.1	25.9	44.5	26.2	3.93	0.819	0.670
WEB2	0	1.6	11.5	47.0	39.9	4.25	0.717	0.514
WEB3	0	1.9	12.8	42.1	43.3	4.27	0.752	0.565
WEB4	0	0.9	7.2	29.6	62.3	4.53	0.671	0.450
EMO1	0.3	3.1	32.1	41.7	22.7	3.83	0.822	0.676
EMO2	0.6	8.1	42.1	33.0	16.2	3.56	0.879	0.772
EMO3	0.3	2.5	19.0	43.6	34.6	4.10	0.810	0.656
EMO4	0.3	1.9	14.3	44.2	39.3	4.20	0.774	0.599
SUP1	0.3	3.7	24.9	46.4	24.6	3.91	0.817	0.667
SUP2	0	0.9	10.3	32.1	56.7	4.45	0.714	0.510
SUP3	0	1.2	20.2	43.6	34.9	4.12	0.767	0.588
SUP4	0	0.9	14.3	44.5	40.2	4.24	0.726	0.527
SOC1	0	0.9	14.3	49.2	35.5	4.19	0.707	0.500
SOC2	0	6.5	33.0	36.1	24.3	3.78	0.889	0.790
SOC3	0	5.9	29.9	38.9	25.2	3.83	0.874	0.763

Table 3

Total variance explained

Factor	Eigenvalue	% of Variance	Cumulative %
1	10.898	43.891	43.891
2	3.083	9.069	52.960
3	2.186	6.429	59.389
4	1.655	4.867	64.256
5	1.174	3.969	68.225

Table 4

Rotated component matrix

Code	Definition	Website comprehensive function	Personalised service	Product quality	Emotional demand	Social value
WEB3	Provide comprehensive information	0.769
WEB2	Convenient operation	0.744
WEB4	Payment security	0.738
SUP2	Merchant reputation	0.703
SUP4	Logistics networking	0.622
IND1	Fitness	0.586
PRI1	Reasonable price	0.575
EMO4	Easy experience process	0.566
WEB1	Interface aesthetics	0.515
SUP3	Logistics speed	0.504
SER3	Measure body size at home		0.805
SER4	Intelligent measurement services		0.795
SER2	Online one-to-one customer service		0.654
SER5	Style recommendation service		0.648
IND3	Participation		0.562
IND2	Dress for your body type		0.552
SER6	Exclusive after-sales service		0.528
QUA2	Quality of accessories			0.797
QUA3	Comfort			0.773
QUA1	Craftsmanship			0.739
QUA5	Wear resistance			0.712
QUA4	Easy to take care of			0.698
EMO2	Curiosity driven				0.749
EMO1	Pursue individuality				0.622
EMO3	Bring happiness				0.599
IND4	Have exclusive identification				0.538
SOC2	Symbolic status					0.764
SOC3	Obtain social recognition					0.713
SOC1	Address occasion needs					0.540

Table 5

Fuzzy comprehensive evaluation result

Factor	Proportion, %					Conclusion
Factor	Very unimportant	Unimportant	Normal	Important	Very important	Conclusion
F₁	0.12	1.39	13.77	42.10	42.60	Very important
F₂	1.51	9.13	32.49	35.47	21.41	Important
F₃	0.66	1.44	10.40	42.80	44.68	Very important
F₄	1.55	7.00	32.33	36.35	22.73	Important
F₅	0.00	4.43	25.73	41.40	28.33	Important

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DOI: https://doi.org/10.2478/ftee-2022-0032 | Journal eISSN: 2300-7354 | Journal ISSN: 1230-3666

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Language: English

Page range: 1 - 8

Published on: Dec 11, 2022

Published by: Łukasiewicz Research Network-Łódź Institute of Technology

In partnership with: Paradigm Publishing Services

Publication frequency: Volume open

Keywords:

online garment customisation,

perceived value dimension,

consumer perceived value,

fuzzy comprehensive evaluation

Related subjects:

Business and economics,

Business management,

Business informatics,

Process management,

Industrial chemistry,

Cellulose, paper and textiles,

Polymer science and technology,

Materials sciences,

Biomaterials and natural materials

© 2022 Wang Ruolin, Liu Kaixuan, published by Łukasiewicz Research Network-Łódź Institute of Technology
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Volume 30 (2022): Issue 4 (July 2022)

Research on Consumers’ Perceived Value of Online Garment Customisation

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