ATTRIBUTES CONTRIBUTING TO PERCEIVED CUSTOMER VALUE IN THE CZECH CLOTHING ON-LINE SHOPPING
Name and surname of author:
Jozefína Simová, Ľubica Cinkánová
On-line shopping, clothing, customer, customer value, attributes, Czech Republic
DOI (& full text):
This paper, based on the literature study, presents ﬁndings of the research focused on the concept of customer value in on-line shopping for clothes. It examines and identiﬁes attributes of perceived…more
This paper, based on the literature study, presents ﬁndings of the research focused on the concept of customer value in on-line shopping for clothes. It examines and identiﬁes attributes of perceived customer value in terms of beneﬁts and sacriﬁces by applying a multi-attribute model. Customer value concept used in the research was deﬁned 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 (beneﬁts and sacriﬁces 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 identiﬁed 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 beneﬁts 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 sacriﬁce. The number of identiﬁed 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 identiﬁed differences will form the base for customer segmentation of the Czech clothing on-line market.