风格和合身定制:一种评估在线大规模定制体验的web内容挖掘方法

IF 3.2 4区管理学 Q2 BUSINESS

Journal of Fashion Marketing and Management Pub Date : 2020-07-24 DOI:10.1108/jfmm-12-2019-0288

Chunmin Lang, Sibei Xia, Chuanlan Liu

{"title":"风格和合身定制:一种评估在线大规模定制体验的web内容挖掘方法","authors":"Chunmin Lang, Sibei Xia, Chuanlan Liu","doi":"10.1108/jfmm-12-2019-0288","DOIUrl":null,"url":null,"abstract":"PurposeThis study intends to examine consumers' fashion customization experiences through a web content mining (WCM) approach. By applying the theory of customer value, this study explores the benefits and costs of two levels of mass customization (MC) to identify the values derived from style (i.e. shoe customization) and fit customization experiences (i.e. apparel customization) and further to compare the dominating dimensions of value derived across style and fit customization.Design/methodology/approachA WCM approach was applied. Also, two case studies were conducted with one focusing on style customization and the other focusing on fit customization. The brand Vans was selected to examine style customization in study 1. The brand Sumissura was selected to examine fit customization in study 2. Consumers' comments on customization experiences from these two brands were collected through social networks, respectively. After data cleaning, 394 reviews for Vans and 510 reviews for Sumissura were included in the final data analysis. Co-occurrence plots, feature extraction and grouping were used for the data analysis.FindingsThe emotional value was found to be the major benefit for style customization, while the functional value was indicated as the major benefit for fit customization, followed by ease of use and emotional value. In addition, three major themes of costs, including unsatisfied service, disappointing product performance and financial risk, were revealed by excavating and evaluating consumers' feedback of their actual clothing customization experiences with Sumissura.Originality/valueThis study initiates the effort to use web mining, specifically, the WCM approach to thoroughly investigate the benefits and costs of MC through real consumers' feedback of two different types of fashion products. The analysis of this study also reflects the levels of customization: style and fit. It provides an in-depth text analysis of online MC consumers' feedback through the use of feature extraction analysis and word co-occurrence networks.","PeriodicalId":47726,"journal":{"name":"Journal of Fashion Marketing and Management","volume":" ","pages":""},"PeriodicalIF":3.2000,"publicationDate":"2020-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/jfmm-12-2019-0288","citationCount":"12","resultStr":"{\"title\":\"Style and fit customization: a web content mining approach to evaluate online mass customization experiences\",\"authors\":\"Chunmin Lang, Sibei Xia, Chuanlan Liu\",\"doi\":\"10.1108/jfmm-12-2019-0288\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"PurposeThis study intends to examine consumers' fashion customization experiences through a web content mining (WCM) approach. By applying the theory of customer value, this study explores the benefits and costs of two levels of mass customization (MC) to identify the values derived from style (i.e. shoe customization) and fit customization experiences (i.e. apparel customization) and further to compare the dominating dimensions of value derived across style and fit customization.Design/methodology/approachA WCM approach was applied. Also, two case studies were conducted with one focusing on style customization and the other focusing on fit customization. The brand Vans was selected to examine style customization in study 1. The brand Sumissura was selected to examine fit customization in study 2. Consumers' comments on customization experiences from these two brands were collected through social networks, respectively. After data cleaning, 394 reviews for Vans and 510 reviews for Sumissura were included in the final data analysis. Co-occurrence plots, feature extraction and grouping were used for the data analysis.FindingsThe emotional value was found to be the major benefit for style customization, while the functional value was indicated as the major benefit for fit customization, followed by ease of use and emotional value. In addition, three major themes of costs, including unsatisfied service, disappointing product performance and financial risk, were revealed by excavating and evaluating consumers' feedback of their actual clothing customization experiences with Sumissura.Originality/valueThis study initiates the effort to use web mining, specifically, the WCM approach to thoroughly investigate the benefits and costs of MC through real consumers' feedback of two different types of fashion products. The analysis of this study also reflects the levels of customization: style and fit. It provides an in-depth text analysis of online MC consumers' feedback through the use of feature extraction analysis and word co-occurrence networks.\",\"PeriodicalId\":47726,\"journal\":{\"name\":\"Journal of Fashion Marketing and Management\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":3.2000,\"publicationDate\":\"2020-07-24\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1108/jfmm-12-2019-0288\",\"citationCount\":\"12\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Fashion Marketing and Management\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jfmm-12-2019-0288\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Fashion Marketing and Management","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jfmm-12-2019-0288","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 12

摘要

目的本研究旨在通过网络内容挖掘（WCM）方法来检验消费者的时尚定制体验。通过应用客户价值理论，本研究探讨了两个层次的大规模定制（MC）的收益和成本，以确定从风格（即鞋子定制）和合身定制体验（即服装定制）中获得的价值，并进一步比较风格和合身定制中获得的主导价值维度。设计/方法/方法采用WCM方法。此外，还进行了两个案例研究，其中一个侧重于风格定制，另一个则侧重于合身定制。在研究1中，选择Vans品牌来检查风格定制。在研究2中，选择Sumissura品牌来检查合身度定制。消费者对这两个品牌定制体验的评价分别通过社交网络收集。数据清理后，Vans的394条评论和Sumissura的510条评论被纳入最终数据分析。数据分析采用共现图、特征提取和分组方法。发现情感价值是风格定制的主要好处，而功能价值是合身定制的主要优点，其次是易用性和情感价值。此外，通过挖掘和评估消费者对Sumissura.Originality/value实际服装定制体验的反馈，揭示了成本的三大主题，包括不满意的服务、令人失望的产品性能和财务风险，WCM方法，通过真实消费者对两种不同类型时尚产品的反馈，彻底调查MC的收益和成本。这项研究的分析也反映了定制的水平：风格和合身。它通过使用特征提取分析和单词共现网络，对在线MC消费者的反馈进行了深入的文本分析。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Style and fit customization: a web content mining approach to evaluate online mass customization experiences

PurposeThis study intends to examine consumers' fashion customization experiences through a web content mining (WCM) approach. By applying the theory of customer value, this study explores the benefits and costs of two levels of mass customization (MC) to identify the values derived from style (i.e. shoe customization) and fit customization experiences (i.e. apparel customization) and further to compare the dominating dimensions of value derived across style and fit customization.Design/methodology/approachA WCM approach was applied. Also, two case studies were conducted with one focusing on style customization and the other focusing on fit customization. The brand Vans was selected to examine style customization in study 1. The brand Sumissura was selected to examine fit customization in study 2. Consumers' comments on customization experiences from these two brands were collected through social networks, respectively. After data cleaning, 394 reviews for Vans and 510 reviews for Sumissura were included in the final data analysis. Co-occurrence plots, feature extraction and grouping were used for the data analysis.FindingsThe emotional value was found to be the major benefit for style customization, while the functional value was indicated as the major benefit for fit customization, followed by ease of use and emotional value. In addition, three major themes of costs, including unsatisfied service, disappointing product performance and financial risk, were revealed by excavating and evaluating consumers' feedback of their actual clothing customization experiences with Sumissura.Originality/valueThis study initiates the effort to use web mining, specifically, the WCM approach to thoroughly investigate the benefits and costs of MC through real consumers' feedback of two different types of fashion products. The analysis of this study also reflects the levels of customization: style and fit. It provides an in-depth text analysis of online MC consumers' feedback through the use of feature extraction analysis and word co-occurrence networks.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Journal of Fashion Marketing and Management Multiple-

CiteScore

7.30

自引率

8.60%

发文量

期刊介绍： ■Apparel innovation ■Brand loyalty ■Consumer decisions and shopping behaviour ■Manufacturing systems ■Market positioning ■Merchandising ■Perceptions in the marketplace ■Piracy issues ■Pricing structures ■Product image ■Quality and performance measurement ■The importance of socio-economic factors In the ever-changing world of the fashion industry, it is imperative that senior managers and academics in the field are kept abreast of the latest trends and developments. Journal of Fashion Marketing and Management ensures that readers heighten their understanding of issues affecting their industry through the latest thinking and current best practice.