The Research On Apparel Online Customization Of Impact On Customer Satisfaction

Now the clothing competition is fierce, how to attract customers and acquire customer satisfaction has been the key the retailers to succeed in the apparel market. Compared with the standard clothing, tailored apparel can better meet the needs of customers, providing additional benefits to customers while consumer should pay the high cost. In this case, online customization for apparel has become a dark horse, opening up a new marketing area. But not all clothing operators have achieved success by the mode, if the retailer not able to meet the customer perceived core value, they may put more loss more. Thus, the retailers of online customization for apparel have to consider a very important problem in the operation and management: how to enhance customer satisfaction in the process of online customization for apparel shopping?The research about the online customization for apparel is relatively insufficient. This paper mainly indentified the potential factors for customer satisfaction of apparel in e-retailing from the customer perceived value perspective. It will provide some strategic implications and help for the retailers increasing enterprise benefits. It mainly focuses on the following two aspects: First, Explore how the online customization for apparel dimensions utilize effects of product and co-design process to influence the customer perceived value. About online customization for apparel shopping, the product value include utilitarian value, uniqueness value and self-expression value, simultaneously the co-design process value include to hedonic value and creative achievement value. With the help of the empirical data, among these five dimensions, both uniqueness value and self-expressiveness value have positive on effect on functional / emotional value, while utilitarian value affect emotional value is insignificant. In addition, both hedonic value and creative achievement value have a significantly positive effect on emotional value, while they affect functional value are insignificant. Second, Explore how the customer perceived value effect on the customer satisfaction, by introducing two mediator variables separately called functional value and emotional value. By the regression analysis, it is shown that the functional value and the emotional value have a significant positive effect on customer satisfaction; the functional value and the emotional value partly mediate the effects of uniqueness value、self-expressiveness value and customer satisfaction; the functional value completely mediate the effects of utilitarian value and customer satisfaction; the emotional value completely mediate the effects of hedonic value、creative achievement value and customer satisfaction.