Purpose

Virtual try-on (VTO) technology with three-dimensional (3D) body scanning in a mobile application is a relatively new technique for selling custom-fit apparel. VTO involves scanning and measuring one's body and visualizing the fit of a garment on a 3D avatar. The purpose of this study is to explore consumers' experiences toward the custom-fit T-shirts and online mass customization (MC) services using the VTO technology found in online consumer reviews (OCRs).

Design/methodology/approach

A total of 297 OCRs were collected from the Amazon's Made for You site that uses VTO technology for the MC process. A qualitative content analysis, within a mixed method research process, was used to determine systematically the meanings within qualitative data with quantitative results. In the qualitative approach, combinations of two coding processes were employed, which were concept-driven (i.e., deductive/a priori) and data-driven (i.e., inductive/emergent) coding processes. In the quantitative approach, the prevalence of each coding in terms of its valence was calculated based on frequencies. Intercoder reliability reached 96 per cent.

Findings

In OCRs of customized apparel products and online MC services using VTO technology, consumers described expectations, perceived performance, dis/confirmation, dis/satisfaction, outcomes of dis/satisfaction and descriptive information. Those with expectations often expressed skepticism about the product and the MC process using VTO technology at the pre-consumption stage. In OCRs, they used four product dimensions and two service dimensions of perceived performance. Consumers had positive (negative) confirmation when the performance of the T-shirts and/or services worked better (worse) than their expectations. The OCRs also included dis/satisfaction with a product and/or service, its outcomes and descriptive information.

Originality/value

This study identified a resulting framework to identify the content in OCRs of the custom-fit T-shirts and online MC services that use VTO technology. This study extends the expectation confirmation theory by adding multiple dimensions (i.e., four product dimensions and two service dimensions) as well as more outcomes of dis/satisfaction (not limited to repurchase intentions). This study provides practical suggestions for online MC companies who are using or planning to use VTO technology on how to improve consumers' satisfaction with customized T-shirts using VTO technology.

中文翻译：

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探索定制服装产品的在线消费者评论

目的

在移动应用程序中结合三维 (3D) 身体扫描的虚拟试穿 (VTO) 技术是一种相对较新的销售定制服装的技术。VTO 涉及扫描和测量一个人的身体，并在 3D 头像上可视化服装的合身度。本研究的目的是利用在线消费者评论 (OCR) 中的 VTO 技术，探索消费者对定制 T 恤和在线大规模定制 (MC) 服务的体验。

设计/方法论/途径

从亚马逊的 Made for You 网站收集了总共 297 个 OCR，该网站使用 VTO 技术进行 MC 流程。在混合方法研究过程中，使用定性内容分析来系统地确定定性数据和定量结果的含义。在定性方法中，采用了两种编码过程的组合，即概念驱动（即演绎/先验）和数据驱动（即归纳/涌现）编码过程。在定量方法中，根据频率计算每种编码的化合价流行率。内部编码器可靠性达到 96%。

发现

在使用 VTO 技术的定制服装产品和在线 MC 服务的 OCR 中，消费者描述了期望、感知表现、不满意/确认、不满意/满意、不满意/满意的结果和描述性信息。那些抱有期望的人常常对产品和在消费前阶段使用 VTO 技术的 MC 流程表示怀疑。在 OCR 中，他们使用了感知性能的四个产品维度和两个服务维度。当 T 恤和/或服务的表现比他们的预期更好（更差）时，消费者会得到积极（消极）的确认。OCR 还包括对产品和/或服务、其结果和描述性信息的不满/满意。

原创性/价值

本研究确定了一个最终框架，用于识别使用 VTO 技术的定制 T 恤和在线 MC 服务的 OCR 内容。本研究通过添加多个维度（即四个产品维度和两个服务维度）以及更多不满意/满意结果（不限于重复购买意向）来扩展期望确认理论。本研究为正在使用或计划使用VTO技术的在线MC企业如何利用VTO技术提高消费者对定制T恤的满意度提供了实用的建议。