Journal
FRONTIERS IN PSYCHOLOGY
Volume 13, Issue -, Pages -Publisher
FRONTIERS MEDIA SA
DOI: 10.3389/fpsyg.2022.1039875
Keywords
multisensory perception; e-customisation; perceived arousal; perceived dominance; purchase intent
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Funding
- Municipal Key Courses Program of Colleges and Universities in Shanghai [107-03-0007151, 107-03-0007402, 107-03-0007092]
- Industry-University Cooperation and Collaborative Education Project from the Ministry of Education in China [202102122003]
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This study investigates the relationship between perception, emotion, and purchase intent in fashion e-customisation marketing. The findings indicate that visual perception and haptic imagery have a positive impact on arousal and purchase intent. Moreover, arousal and dominance also influence purchase intent.
With the continuing development of internet technologies, an increasing number of consumers want to customise the products they buy online. In order to explore the relationship between perception and purchase intent, a conceptual framework was developed that was based on the link between multisensory perception, positive emotions, and purchase intent in fashion e-customisation marketing. We discuss the outcomes derived from consumers' experiences in fashion e-customisation and analyse the relationships between variables. Questionnaires were used to collect data for this quantitative study (n = 398 participants). The data was analysed using factor analysis, correlation analysis, and regression analysis. The findings contribute to the field of clothing e-customisation by identifying the effects of visual perception, haptic imagery, and auditory stimulation on arousal, and purchase intent. Visual perception and haptic imagery exerted a positive influence over dominance. We also identify the effects of arousal and dominance on purchase intent, and assess the mediating effects of these variables on visual perception, haptic mental imagery, and purchase intent. The results highlight how fashion e-customisation marketing strategies can be adopted by managers in order to increase positive emotions and how multisensory perception can potentially be used to influence consumers' purchase behaviour.
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