Li Zhenfang, Yuan Jia, Du Bisheng, Hu Junhao, Yuan Wenwen, Palladini Lorenzo, Yu Bing, Zhou Yan
School of Business, Ningbo University, Ningbo, China.
Center for Collaborative Innovation on Port Trading Cooperation and Development, Ningbo University, Ningbo, China.
Front Psychol. 2020 Dec 21;11:588512. doi: 10.3389/fpsyg.2020.588512. eCollection 2020.
Online shopping for customized garments has become the fastest-growing field of the Chinese eBusiness market. Most consumers not only limit themselves to buying standardized garments but also want to buy garments customized to their preferences. This phenomenon has pushed the fashion textile and apparel industry to change its supply chain operations to meet the customization demand. Besides, the fashion textile and apparel industry also want to study how different channel factors will affect consumers' perceived value and further influence consumers' purchasing decisions. We initiated this study and empirically tested more than 200 experienced consumers. This study collaborated with a fashion textile and apparel company that aims to implement customized product lines soon. Based on the perceived value theory and risk management theory, we investigated whether product involvement and channel identification on supply chain design will affects potential customized product consumers' purchasing decisions. The findings reveal that channel recognition affects consumer decisions by having a positive impact on their perceived value. The perceived risk and shopping channel involvement of consumers have a negative impact on their perceived values and channel selections. In addition, product involvement has a moderating effect on the relationship between channel's perceived risk, perceived values, and channel selections as well.
在线定制服装购物已成为中国电子商务市场增长最快的领域。大多数消费者不仅局限于购买标准化服装，还希望购买符合自己喜好的定制服装。这种现象促使时尚纺织服装行业改变其供应链运营，以满足定制需求。此外，时尚纺织服装行业还想研究不同渠道因素将如何影响消费者的感知价值，并进一步影响消费者的购买决策。我们发起了这项研究，并对200多名有经验的消费者进行了实证测试。本研究与一家时尚纺织服装公司合作，该公司旨在尽快推出定制产品线。基于感知价值理论和风险管理理论，我们研究了供应链设计中的产品涉入度和渠道认同是否会影响潜在定制产品消费者的购买决策。研究结果表明，渠道认同通过对消费者的感知价值产生积极影响来影响消费者决策。消费者的感知风险和购物渠道涉入度对其感知价值和渠道选择有负面影响。此外，产品涉入度对渠道的感知风险、感知价值和渠道选择之间的关系也有调节作用。
