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Optimize the online shopping title of mens plain-color shirts in e-commerce based on Kansei Engineering

Online shopping sales of men’s plain-color shirts have fallen in China. Improving the quality of shirts’ online titles can effectively increase click-through rates and transaction rates. The subjective evaluative adjectives (Kansei Words) in the online titles for styling and color design are the mos...

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Main Authors: Ge, Baoru, Shaari, Nazlina
Format: Article
Published: Taylor and Francis Asia Pacific 2022
Online Access:http://psasir.upm.edu.my/id/eprint/102417/
https://www.tandfonline.com/doi/full/10.1080/20932685.2022.2085598?scroll=top&needAccess=true&role=tab
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spelling my.upm.eprints.1024172023-05-18T02:52:39Z http://psasir.upm.edu.my/id/eprint/102417/ Optimize the online shopping title of mens plain-color shirts in e-commerce based on Kansei Engineering Ge, Baoru Shaari, Nazlina Online shopping sales of men’s plain-color shirts have fallen in China. Improving the quality of shirts’ online titles can effectively increase click-through rates and transaction rates. The subjective evaluative adjectives (Kansei Words) in the online titles for styling and color design are the most attractive to consumers. This study uses Exploratory Sequential Mixed Method combined with Kansei Engineering. First, in the phase of qualitative data collection, through interviews and documents, researchers collect 90 subjective evaluative adjectives (Kansei Words). Second, in the phase of quantitative survey research, through questionnaires, card sorting, hierarchical cluster and quick cluster, researchers got Kansei semantical space and established four evaluation dimensions: utility evaluation, symbolic evaluation, design evaluation, and occasion evaluation. Finally, in Kansei semantical space and evaluation dimensions, the final 15 Kansei Words that consumers are most interested in are gotten to optimize the online title. That is, this study finds evaluative adjectives consumers are most interested in through Kansei Engineering. Based on this, consumers’ preferences can be found, and product titles can be optimized to increase sales. Besides, through the research process of Kansei Engineering and Exploratory Sequential Mixed Method, this study provided methodological references for other clothing research categories about consumers’ preferences. Taylor and Francis Asia Pacific 2022-07-06 Article PeerReviewed Ge, Baoru and Shaari, Nazlina (2022) Optimize the online shopping title of mens plain-color shirts in e-commerce based on Kansei Engineering. Journal of Global Fashion Marketing, 14 (2). pp. 226-242. ISSN 2093-2685; ESSN: 2325-4483 https://www.tandfonline.com/doi/full/10.1080/20932685.2022.2085598?scroll=top&needAccess=true&role=tab 10.1080/20932685.2022.2085598
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description Online shopping sales of men’s plain-color shirts have fallen in China. Improving the quality of shirts’ online titles can effectively increase click-through rates and transaction rates. The subjective evaluative adjectives (Kansei Words) in the online titles for styling and color design are the most attractive to consumers. This study uses Exploratory Sequential Mixed Method combined with Kansei Engineering. First, in the phase of qualitative data collection, through interviews and documents, researchers collect 90 subjective evaluative adjectives (Kansei Words). Second, in the phase of quantitative survey research, through questionnaires, card sorting, hierarchical cluster and quick cluster, researchers got Kansei semantical space and established four evaluation dimensions: utility evaluation, symbolic evaluation, design evaluation, and occasion evaluation. Finally, in Kansei semantical space and evaluation dimensions, the final 15 Kansei Words that consumers are most interested in are gotten to optimize the online title. That is, this study finds evaluative adjectives consumers are most interested in through Kansei Engineering. Based on this, consumers’ preferences can be found, and product titles can be optimized to increase sales. Besides, through the research process of Kansei Engineering and Exploratory Sequential Mixed Method, this study provided methodological references for other clothing research categories about consumers’ preferences.
format Article
author Ge, Baoru
Shaari, Nazlina
spellingShingle Ge, Baoru
Shaari, Nazlina
Optimize the online shopping title of mens plain-color shirts in e-commerce based on Kansei Engineering
author_facet Ge, Baoru
Shaari, Nazlina
author_sort Ge, Baoru
title Optimize the online shopping title of mens plain-color shirts in e-commerce based on Kansei Engineering
title_short Optimize the online shopping title of mens plain-color shirts in e-commerce based on Kansei Engineering
title_full Optimize the online shopping title of mens plain-color shirts in e-commerce based on Kansei Engineering
title_fullStr Optimize the online shopping title of mens plain-color shirts in e-commerce based on Kansei Engineering
title_full_unstemmed Optimize the online shopping title of mens plain-color shirts in e-commerce based on Kansei Engineering
title_sort optimize the online shopping title of mens plain-color shirts in e-commerce based on kansei engineering
publisher Taylor and Francis Asia Pacific
publishDate 2022
url http://psasir.upm.edu.my/id/eprint/102417/
https://www.tandfonline.com/doi/full/10.1080/20932685.2022.2085598?scroll=top&needAccess=true&role=tab
_version_ 1768009454313275392
score 13.211869

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