服务质量与感官体验对服装在线定制意愿的影响  

Effects of service quality and sensory experience on the willingness to customized clothing online

作　　者：赵莹[1] 周伟[2] 高阳辉 温润 ZHAO Ying;ZHOU Wei;GAO Yanghui;WEN Run(Institute of Textile&Fashion Design,Luxun Academy of Fine Arts,Shenyang 110003,China;School of Fashion Design&Engineering,Zhejiang Sci-Tech University,Hangzhou 310018,China;Shanghai Paris Information Technology Co.,Ltd.,Shanghai 200235,China;Shanghai International College of Fashion and Innovation,Donghua University,Shanghai 200051,China;Binzhou Weiqiao Institute of Technology,Binzhou 256606,China)

机构地区：[1]鲁迅美术学院染织服装艺术设计学院,沈阳110003 [2]浙江理工大学服装学院,杭州310018 [3]上海帕理斯信息科技有限公司,上海200235 [4]东华大学上海国际时尚创意学院,上海200051 [5]滨州魏桥国科高等技术研究院,山东滨州256606

出　　处：《现代纺织技术》2024年第12期101-112,共12页Advanced Textile Technology

基　　金：教育部产学合作协同育人项目2022年第二批立项项目(220704484143806);辽宁省教育科学“十四五”规划2022年度课题(JG22DB449)。

摘　　要：为探究服装在线定制服务质量与感官体验对消费者定制意愿的影响机制,构建了以服装在线定制服务质量、感官体验为自变量,感知价值为中介变量,在线定制意愿为因变量的理论模型。以在线定制消费群体为对象,使用描述统计分析、因子分析、回归分析对收集有效问卷进行数据统计,探索了服装在线定制意愿的影响因素并优化了消费者评价指标。研究表明,在线定制服务质量(易用性、履行性、安全性、信息性、个性化服务)、感官体验(审美性、生动性)对感知价值有积极影响;在线定制服务质量(履行性、安全性、信息性)、感官体验(审美性、生动性)、感知价值对服装在线定制意愿有积极影响;感知价值在服务质量(易用性、履行性、安全性、信息性、个性化服务)和在线定制意愿之间起中介作用,且在感官体验(审美性、生动性)和在线定制意愿之间起完全中介作用。研究结论丰富了S-O-R模型理论,并从服务质量、感官体验方面丰富了服装在线定制意愿的影响因素研究,可为服装定制技术开发以及消费者评价指标构建提供参考。To explore the mechanism by which online apparel customization service quality influences consumers'willingness to customize apparel,a theoretical model was constructed,with online apparel customization service quality and sensory experience as independent variables.With online clothing customization as the research backdrop,this study combines the literature review and research hypotheses to explore the effects of service quality and sensory experience on perceived value and willingness to customize apparel online.Based on the S-O-R model theory,service quality and sensory experience are regarded as external environmental stimuli(S),perceived value is regarded as an organism(O),and willingness to customize clothing online is a kind of behavioral response(R).Service quality(e.g.,ease of use,fulfillment,safety,information and personalized service)and sensory experience(e.g.,aesthetics and vividness)are informativeness variables,perceived value is the mediating variable and willingness to customize clothes online is the dependent variable.The questionnaire consists of three parts:first,participants are instructed to experience a clothing personalization system(e.g.,Spreadshirt or Cloud Clothing Customization)for 30 seconds,engaging in the shopping process except for the payment step.The second part is the measurement scale,including items on service quality,sensory experience,perceived value and willingness to customize apparel online.The third part of the questionnaire consists of basic personal information.In particular,the 5-point Likert scale is adopted in the second part of the questionnaires from"1=strongly disagree"to"5=strongly agree".A total of 310 valid samples were collected from individuals within online customization communities.Descriptive statistical analysis,factor analysis,and regression analysis were adopted to explore the influential factors on the willingness to customize apparel online and optimize the consumers'evaluation items.This study conducted a statistical analysis of the valid data samp

关 键 词：服务质量 感官体验 感知价值 服装在线定制意愿 回归分析 

分 类 号：TS941[轻工技术与工程—服装设计与工程]