Research On The Impact Of Cheongsam Online Personalized Customization On Consumers’ Purchase Intentions

The rise of the national tide and the rising patriotism of consumers have made consumers more interested in traditional culture and turned their attention to qipao.The development of Internet technology and single-piece flow manufacturing technology is mature,and small-scale personalized customization is gradually popularized,so online personalized customization of cheongsam has gradually developed.Based on this,this paper studies and discusses the factors influencing consumers’ purchase intention of personalized customization online cheongsam.Firstly,through literature collation and research,a personalized consumer purchase decision-making process of cheongsam online was established according to the consumer purchase decision-making process.The influencing factors were extracted from the purchase decision-making process,and the factors affecting consumers’ purchase intention were determined by combining expert interviews and in-depth interviews with consumers,and the factors were summarized as consumers’ own unique needs,participation experience needs,and interactive service needs and shopping environment needs on the part of enterprises.Drawing on the TAM model,the perceived benefit and perceived risk are introduced to explore consumers’ purchase intention,in which the perceived benefit is used as the mediating variable.Perceived risk is summarized into three aspects: functional risk,time risk and financial risk.Secondly,the path analysis diagram affecting consumers’ purchase intention in the process of online personalized customization of cheongsam is constructed,and the TAM model is used to analyze the influence of various factors on consumers’ purchase intention through perceived benefits,and the research hypothesis on the influence of consumers’ purchase of personalized customized cheongsam is proposed,and the theoretical model of purchase intention in this paper is constructed.Then,through literature analysis and questionnaire survey,SPSS is used to perform statistical analysis on the obtained questionnaire data,and correlation analysis and regression analysis are used to verify the hypothesis and path model of online personalized customization of cheongsam on consumers’ purchase intention.Finally,the analysis results conclude that the demand for uniqueness,the demand for participation experience,the demand for interactive services,and the demand for shopping environment positively affect the perceived benefits of personalized customization of cheongsam online.Perceived benefits play a partial role as a mediator between positive factors and consumers’ willingness to buy;perceived benefits positively influence consumers’ willingness to buy;Perceived risk negatively affects the purchase intention of consumers who personalize online cheongsam.It is also proposed that when personalized customization of cheongsam online,cheongsam online merchants should take marketing measures to improve consumers’ perceived benefits and reduce the obstacles of perceived risks.