Li Pei, Guo Xiangmei, Wu Chunmao, Spence Charles
Department of Fashion Design and Engineering, School of Textiles and Fashion, Shanghai University of Engineering Science, Shanghai, China.
Department of Product Design, College of Fashion and Design, Donghua University, Shanghai, China.
Front Psychol. 2022 Dec 23;13:1039875. doi: 10.3389/fpsyg.2022.1039875. eCollection 2022.
With the continuing development of internet technologies, an increasing number of consumers want to customise the products they buy online. In order to explore the relationship between perception and purchase intent, a conceptual framework was developed that was based on the link between multisensory perception, positive emotions, and purchase intent in fashion e-customisation marketing. We discuss the outcomes derived from consumers' experiences in fashion e-customisation and analyse the relationships between variables. Questionnaires were used to collect data for this quantitative study ( = 398 participants). The data was analysed using factor analysis, correlation analysis, and regression analysis. The findings contribute to the field of clothing e-customisation by identifying the effects of visual perception, haptic imagery, and auditory stimulation on arousal, and purchase intent. Visual perception and haptic imagery exerted a positive influence over dominance. We also identify the effects of arousal and dominance on purchase intent, and assess the mediating effects of these variables on visual perception, haptic mental imagery, and purchase intent. The results highlight how fashion e-customisation marketing strategies can be adopted by managers in order to increase positive emotions and how multisensory perception can potentially be used to influence consumers' purchase behaviour.
随着互联网技术的不断发展，越来越多的消费者希望定制他们在网上购买的产品。为了探究感知与购买意愿之间的关系，基于时尚电子定制营销中多感官感知、积极情绪和购买意愿之间的联系，开发了一个概念框架。我们讨论了消费者在时尚电子定制中的体验所产生的结果，并分析了变量之间的关系。本定量研究通过问卷调查收集数据（n = 398名参与者）。使用因子分析、相关分析和回归分析对数据进行分析。研究结果通过确定视觉感知、触觉意象和听觉刺激对唤醒和购买意愿的影响，为服装电子定制领域做出了贡献。视觉感知和触觉意象对优势感产生了积极影响。我们还确定了唤醒和优势感对购买意愿的影响，并评估了这些变量对视觉感知、触觉心理意象和购买意愿的中介作用。结果突出了管理者如何采用时尚电子定制营销策略来增加积极情绪，以及多感官感知如何潜在地用于影响消费者的购买行为。
