Consumers’ Attitude on Textile Image Generated by CAD for Quick Response based Mass-Customization

Abstract

Companies desire to increase total profits. Consumers buying behavior depends on the nature of theproduct just like look, touch, and feel of fabric in apparel shopping on-line with Quick Response basedmass-customization. The purpose of this study is to investigate the consumers texture sensibility fromtextile image under on-line environment in order to give the direction for marketing strategy in apparel e-business.Total 8 kinds of textile swatches representing each of 8 texture-sensibility-axes were selected for thisresearch on the basis of finding in previous studies. The analyses of 60 questionnaires were conductedby frequency, mean, and standard deviation using SPSS 10.0.The results of this research were as follows:Under on-line environment, consumers recognized Homespun as natural, strong, and warm texturesensibility, but not as glossy, and transparent. Oxford was recognized by consumers as refreshing, andplain texture. Consumers recognized Muslin as flat and refreshing, Melton not as transparent but aswarm, strong, dense, and natural, Habutae as thin, transparent, refreshing, flat, glossy, and soft, Linen assandy, Suede not as transparent but as strong, and warm, and Terry as warm, and dense.