Abstract
Triggered by the rapid development of digital technology, Chinese clothing manufacturers have begun to provide digital customization for clothing. The digital transformation of clothing customization provides new opportunities to meet customers’ personalized needs and optimize production resources, and facilitates the sustainable development of the clothing customization industry. This study constructed dimensions of customer value in clothing customization, based on the development of the industry under digital technology. The research was divided into two phases: the first phase involved establishing customer value indicators through expert interviews, questionnaire design, and statistical analyses in SPSS; and the second stage involved the expert group conducting a consumer experience evaluation of a digital customization platform. Thirty customer value indicators were extracted and four dimensions were established: authenticity value, social value, aesthetic value, and utility value. The results of the study show that the value demands of Chinese consumers for apparel customization have shifted to perceptible authenticity values (service, experience, content). The four customer value dimensions proposed by this research can be used to evaluate customer value in digital customization consumption models.
Highlights
From the industrial age to the Internet age and the current digital age, old business models have been overturned, with new business models constantly being introduced
This study reviewed the literature on consumer management academic theories [39,40,41,42,43,44,45,46,47], including the Technology Acceptance Model (TAM), Expectation Confirmation Theory (ECT), Theory of Impression Management (TIM), Circle of Culture, Total Quality Management (TQM), Economics and Culture, and Experience Economy
The authenticity value was composed of 16 indicators that are significant to the data scores
Summary
From the industrial age to the Internet age and the current digital age, old business models have been overturned, with new business models constantly being introduced. Chinese consumers have been highly digitized in their consumption, work, life, learning, and entertainment behaviors, and have begun to pursue differentiated and customized products and services. Clothing companies that think digitally recognize that providing digital services can bring new social and commercial value to brands. Digital personalized customization is the manifestation of the transition from traditional manufacturing to intelligent manufacturing. Its essence is to use the Internet platform and smart factory construction to directly convert user needs into production plans. Customized production users appear at both ends of the production process, but can participate extensively in the entire production process and in value creation. Achieving personal customization is a long and arduous process
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