The Study of Consumer Sensibility on Apparel Texture Image regarding Marketing Channels

Abstract

Quick Response based Mass-Customization can be produced and distributed customized goods andservices on mass basis in apparel e-business. Because consumers cannot touch and feel the apparelproducts in e-business, they tend to have the negative buying behavior.The purposes of this study were to analyze factors of texture image, and to investigate the differencesof consumer sensibility on texture image of apparel products based on different marketing channels (on-line/off-line). Two types of questionnaires for on-line and off-line were used to assess consumersensibility on apparel fabric. The 8 swatches were selected based on the previous literatures. 202returned questionnaires for each type (on-line/off-line) were analyzed by t-test, mean and standarddeviation with SPSS 10.0.The result of this study was showed that there were partially significant differences on consumersensibility on texture image of apparel products between on-line and off-line. In case of corduroy,consumers perceived more high-class image under on-line than off-line. In case of taffeta, consumersperceived more thin and dense image under off-line (traditional marketing channel) than on-line (e-commerce). In case of denim, consumers perceived more thin and natural image under off-line than on-line. In case of organza, consumers perceived more natural image under on-line than off-line. In case ofsatin, consumers perceived more natural image under on-line than off-line. In case of chiffon, consumersperceived denser image under on-line than off-line. In case of velvet, consumers perceived thinnerimage, higher-class image, and more natural image of texture sensibility under on-line than off-line. Incase of single jersey, consumers perceived higher-class image, and denser image of texture under on-linethan off-line.