不同情景下服装个性化定制体验价值差异研究

Experiential value differences of clothing personalized customization under different situations

为提升定制顾客体验价值,满足消费者对定制产品与服务的需求和期望,采用理论分析法和数理统计,对不同情境下服装个性化定制的体验价值差异进行探讨。通过文献梳理提出一系列影响顾客体验价值的因素,确定了功能性、社会性、服务性、享乐性、个性化、售后等6个维度以及对应的24个测量项。通过问卷调查,采集了411个样本进行各项关键指标的相关分析,统计得出各维度间的相关系数在0.71以上,显示服装个性化定制的体验价值各维度间正向相关且有较强相关性,并建立了个性化定制的得分函数。结果表明,不同情境下服装个性化定制通过提升顾客相应的体验价值,可有效增强顾客满意度和品牌竞争力。

In order to enhance the customer experiential value and meet the consumer's demand and expectation of customized products and services,the experience difference of clothing personalized customization based on different situation was discussed by using theoretical analysis and mathematical statistics.Based on the literature review,a series of factors affecting customer experiential value were proposed,and 6 dimensions of functionality,sociality,service,enjoyment,personalization,after-sale and 24 measurement items were confirmed.411 samples were collected by the questionnaire survey and the relationship of all dimensions was above 0.71,showing that the relationship among each dimension of clothing personalized customization experience is positive and strong.The evaluating formula of clothing personalized customization was built in this paper.The results show that clothing personalized customization under different situations can effectively enhance the customer satisfaction and the brand competitiveness by improving the corresponding consumer experiential value.