基于O2O模式下日常服装定制化发展的研究 .doc

O2O服装定制品牌顾客感知价值的差异研究 李 浩，朱伟明 (浙江理工大学 服装学院，杭州 310018) 摘要：基于顾客感知价值理论和国内外O2O服装定制品牌的发展现状，对服装定制在O2O模式和传统模式上遇到的问题进行问卷调查。运用SPSS软件对问卷进行信度、效度分析，剔除多余项之后信度为0.937，证明问卷具有非常好的信度，KMO值为0.905，显著性概率为0.000。进一步对收集的问卷进行相关性分析，发现在O2O定制模式下各维度之间的相关系数均在0.72以上，说明O2O服装定制顾客感知价值四个维度之间相关关系为正向且相关性很强。最后对问卷进行因子分析，得出公因子的表达式，并根据数据分析的结果，对O2O服装定制品牌提出相关建议。 关键词：O2O模式；服装定制；顾客感知价值；传统模式 中图分类号：TS941.1；F407.86 文献标志码：A 文章编号：1001-7003(2015)11-0000-00 引用页码：111106 收稿日期：2015-05-08；修回日期：2015-0-21 基金项目：杭州市哲学社会科学规划常规性课题(M15JC033) 作者简介：李浩1989—)，男，硕士研究生，研究方向为服装品牌营销与策划。通作者：朱伟明，副教授，walter_2008@163.com。 Research on Differences of Customer Perceived Value about O2O Apparel Customization Brand LI Hao, ZHU Weiming (School of Fashion Design and Engineering, Zhejiang Sci-Tech University, Hangzhou 310018, China) Abstract: This paper conducts questionnaire survey on problems met by apparel customization in O2O model and traditional model based on customer perceived value theory and the development status of domestic and foreign O2O apparel customization brands and conducts reliability and validity analysis on the questionnaire with SPSS software. The reliability is 0.937 after the elimination of redundant terms, which proves that the questionnaire has high reliability. KMO value is 0.905 and significance probability is 0.000. This paper further conducts correlation analysis on the questionnaire collected and finds that correlation coefficient of each dimensionality under O2O customization model is above 0.72, indicating that four dimensions of customer perceived value of O2O apparel customization have strongly positive relation. Finally, it conducts factor analysis on the questionnaire, obtains the expression of common factor and makes relevant suggestions on O2O apparel customization brand according to the result of data analysis. Key words: O2O model; apparel?customization; customer perceived value; traditional model 随着互联网的发展，新型的商业模式在大数据、云计算等技术的支持下不断地满足人们对高品质生活的追求。传统的服装定制模式结合O2O营销模式孕育出一种新的消费体验，针对O2O模式国内外学者已有