Research On The Willingness Of New Consumer Groups To Participate In "Clothing Sharing Customization" And The Business Operation Mode

With the development of Internet,intelligent manufacturing and other new technologies,as well as the communique of the Fifth Plenary Session of the 18 th Central Committee of the Communist Party of China,the development of sharing economy is proposed for the first time,and the business model of sharing economy is developing rapidly in China.In the new environment of "sharing economy",consumers have different acceptance of external information and inherent values,which results in new consumer groups with new personalized consumption needs.In the increasingly mature clothing customization industry,the new customization mode of "clothing sharing customization" that integrates the concept of "sharing economy" and produces "everyone participation,creativity sharing" will be deeply loved by the new consumer groups,so that the traditional clothing customization mode has the possibility to change to "clothing sharing customization" mode.Therefore,this study focuses on the generation,establishment and implementation of the operation mode of "clothing sharing customization".This main problem is as follows:First,adopt the identification of influencing factors of "clothing sharing customization".Based on the theory of procedural rooting,using nvivo11 software,this paper analyzes the text data of "sharing economy","sharing economy business model","sharing economy participation intention","clothing customization","clothing enterprise operation model" Thus,the saturation model of grounded theory is obtained,and the influencing factor index system of adopting the mode of "clothing sharing customization" is preliminarily identified.Second,determine the influencing factors of operation mode and build the model.Questionnaire design and research were carried out,and quantitative research was carried out by the SPSS22.0 software and AMOS22.0 software.Then,the influencing factor indexsystem of the operation mode of "clothing sharing customization" is determined,and the confirmatory factor analysis and path test between potential variables are carried out to explore the structural relationship between the influencing factor index system.The results show that the modified measurement models have good correction fit,the influencing factor system of the operation mode of "clothing sharing customization" is constructed reasonably,and all 6 factors are finally passed Research hypotheses.Third,put forward the operation mode of "clothing sharing customization".According to the research conclusion of grounded theory and the structural model conclusion of the influencing factors of "fashion sharing customization" mode,this paper discusses the operation process of "fashion sharing customization" mode in detail,which is divided into three ways of participation(independent creation,team creation,online customization),then "creation sharing" is carried out,and finally the production and transaction are completed.Fourth,case analysis.This paper applies the "clothing sharing customization" model proposed in this study to the actual enterprises.Firstly,it describes the lack of innovation,lack of experience,lack of sociality and other problems in Qingdao's clothing customization model,and explains its improvement through the "clothing sharing customization" model.On the basis of it,we combine the mode of "clothing sharing customization" with its original mode,so as to put forward the operation mode of red collar "sharing customization" which is more suitable for the current social development,and provide reference for the transformation and development of other clothing customization enterprises.