Abstract
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.
Highlights
The rapid evolution of development plans like Industry 4.0 and Made in China 2025, as well as emerging information technologies, such as Cloud Computing, Big Data, and the Internet of Things, plays an important role in the development of garment production (Damodaram and Ravindranath, 2010; Ngai et al, 2014; Dong et al, 2020; Gu et al, 2020)
Based on the above analysis, we find that product involvement has a certain influence on the perceived value, perceived risk, and purchasing decision of the consumer
The data analyzed were collected from online shopping users: 346 questionnaires were randomly distributed among consumers who previously purchased from some popular customized products (C2B, C2M) websites and apps in China (Biyao, Taobao, Hongling, MIID, UDZ, YBRen, etc.)
Summary
The rapid evolution of development plans like Industry 4.0 and Made in China 2025, as well as emerging information technologies, such as Cloud Computing, Big Data, and the Internet of Things, plays an important role in the development of garment production (Damodaram and Ravindranath, 2010; Ngai et al, 2014; Dong et al, 2020; Gu et al, 2020). One of the necessary conditions for this process to take place is that the product manufacturer and the consumers dispose of some channels to communicate their preferences and, sometimes, their limits Nowadays, this is not just more than possible, it is routine thanks to the increasing popularity of smartphones (Editing Team, 2019), wearable devices and other intelligent terminal devices, which give the customized garment manufacturer easy access to customers’ information, preferences, and data, and allow the producer to get in contact with the customer even during the manufacturing and distribution processes [here, it is important to mention the newly available technologies like the 3D printing machine (Zhou et al, 2016), artificial intelligence (Gu et al, 2020), and big data (Dong et al, 2020)].
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