Title: Attributes contributing to perceived customer value in the czech clothing on-line shopping
Authors: Simová, Jozefína
Cinkánová, Ľubica
Citation: E+M. Ekonomie a Management = Economics and Management. 2016, č. 3, s. 195-206.
Issue Date: 2016
Publisher: Technická univerzita v Liberci
Document type: článek
URI: http://hdl.handle.net/11025/22043
ISSN: 1212-3609 (Print)
2336-5604 (Online)
Keywords: nakupování on-line;oblečení;zákazník
Keywords in different language: on-line shopping;clothing;customer
Abstract in different language: This paper, based on the literature study, presents fi ndings of the research focused on the concept of customer value in on-line shopping for clothes. It examines and identi fi es attributes of perceived customer value in terms of bene fi ts and sacri fi ces by applying a multi-attribute model. Customer value concept used in the research was de fi ned and measured in terms of functional and affective dimensions. The perception of selected customer value attributes was measured as customer satisfaction, i.e. as a result of a congruence between the perceived and evaluated reality (bene fi ts and sacri fi ces offered by on-line shopping), and customer expectations. The attributes evaluated the best were those that contributed to customer satisfaction the most and thus represented important attributes of customer value dimensions. In total, 25 attributes considered to be important for on-line shopping were selected for the questionnaire and explored further in the primary research. A principal components analysis and orthogonal Varimax rotation were used in the analysis to obtain factors that respondents considered to be attributes of the perceived customer value for shopping clothes on-line. The factor analysis identi fi ed six dimensions of perceived customer value toward shopping clothes on-line: three factors (web site appearance, shipping and product presentation) are functional and can be attributed to the bene fi ts that customers expect to get when shopping clothes on-line, the other three extracted factors (annoyance, assurance and trust) are affective and risk related ones, and can be labelled as attributes of sacri fi ce. The number of identi fi ed customer value attributes perceived differently by on-line shoppers according to their gender, age, education and shopping behaviour was very low. This means that clothing online market is rather homogenous. The future research will show whether the identi fi ed differences will form the base for customer segmentation of the Czech clothing on-line market.
Rights: © Technická univerzita v Liberci
CC BY-NC 4.0
Appears in Collections:Číslo 3 (2016)
Číslo 3 (2016)

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