Analysis of individual aspects influencing non-purchasing in an online environment and consumer willingness to purchase custom-made apparel

Milica Žuraj (Author), Petra Šparl (Author), Anja Žnidaršič (Author)

Abstract

Purpose: The main purpose of the study was to assess the opinion of online consumers about the possibility of making custom apparel using 3D body scanning technology in an online environment and to investigate the shopping experience of consumers who purchase in the online apparel market. In order to be able to propose solutions to improve the online shopping experience, we also investigated aspects influencing non-purchasing in an online environment. Methods: An online questionnaire on shopping experience, influences on the purchase, and the process of online apparel shopping using advanced technology was prepared and distributed via several online channels to the consumers who purchase apparel online. The questionnaire was completed by 76 respondents from different European countries, the United States and Australia. In order to analyze individual aspects influencing non-purchasing in an online environment, an exploratory factor analysis was performed. Results: The factor analysis revealed that the two broad dimensions of reasons why consumers have never bought any ready-to-wear apparel online despite browsing are a misperception of product integrity and time-consuming searching. The results show that the proposed solutions to improve the online apparel experience, such as making custom apparel using advanced technologies, have a positive impact on the decision of the consumers to purchase on the online apparel market. It turned out that a high proportion of potential consumers are willing to share their body dimensions through 3D body scanning technology in order to improve the fit of the apparel. Conclusion: According to the results, we expect that the advanced 3D body scanning technology would provide substantial progress regarding fit, visualization, and manufacturing of custom-made apparel when purchasing in online stores.

Keywords

online shopping apparel;custom made apparel;counsumerʼ shopping experience;

Data

Language:	English
Year of publishing:	2017
Typology:	1.01 - Original Scientific Article
Organization:	UM FOV - Faculty of Organizational Sciences
UDC:	677
COBISS:	7981075
ISSN:	1318-5454
Parent publication:	Organizacija
Views:	749
Downloads:	326
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	Slovenian
Secondary title:	Analiza posameznih vidikov, ki vplivajo na ne-nakup v spletnem okolju, in potrošnikova pripravljenost za nakup oblačila po meri
Secondary abstract:	Namen: Glavni namen raziskave je bil pridobiti mnenja spletnih potrošnikov glede možnosti izdelave oblačil po meri z uporabo 3D tehnologije skeniranja telesa v spletnem okolju ter raziskati nakupovalne izkušnje potrošnikov, ki kupujejo oblačila na spletu. Da bi lahko predlagali rešitve za izboljšanje spletnih nakupovalnih izkušenj, smo raziskali tudi vidike, ki vplivajo na ne-nakup v spletnem okolju. Metode: Spletni vprašalnik o nakupovalnih izkušnjah, vplivih na nakup in postopek spletnega nakupovanja oblačil z uporabo napredne tehnologije je bil pripravljen in posredovan prek različnih kanalov potencialnim potrošnikom, ki uporabljajo internet za nakup oblačil na spletu. Vprašalnik je izpolnilo 76 anketirancev iz različnih evropskih držav, Združenih držav Amerike in Avstralije. Za analizo posameznih vidikov, ki vplivajo na ne-nakup v spletnem okolju, smo uporabili faktorsko analizo. Rezultati: Faktorska analiza je razkrila, da obstajata dve širši dimenziji razlogov, zakaj kljub iskanju oblačil na spletu potrošniki še niso opravili spletnega nakupa in sicer: napačna predstavitev integritete izdelka ter časovno zamudno iskanje. Rezultati kažejo, da predlagane rešitve za izboljšanje spletnih izkušenj pri nakupu oblačil, kot je izdelava oblačil po meri z uporabo naprednih tehnologij, pozitivno vplivajo na odločitev potrošnikov, da le-ti kupijo izdelek na spletnem trgu oblačil. Izkazalo se je, da je velik delež potencialnih potrošnikov pripravljen zaupati svoje mere telesa dobljene s 3D skeniranjem, z namenom, da bi se izboljšalo prileganje oblačil. Zaključek: Glede na rezultate pričakujemo, da bodo napredne 3D tehnologije zagotovile velik napredek glede prileganja, vizualizacije in izdelave oblačil po meri pri nakupu v spletnih trgovinah.
Secondary keywords:	spletno nakupovanje oblačil;izdelava oblačila po meri;potrošnikove nakupovalne izkušnje;
URN:	URN:SI:UM:
Type (COBISS):	Scientific work
Pages:	str. 352-363
Volume:	ǂVol. ǂ50
Issue:	ǂno. ǂ4
Chronology:	nov. 2017
DOI:	10.1515/orga-2017-0026
ID:	10900276