Consumer Perception of 3D Body Scanning While Online Shopping for Clothing

Authors: A. Grilec, S. Petrak, M. Mahnic Naglic

Abstract:

Technological development and the globalization in production and sales of clothing in the last decade have significantly influenced the changes in consumer relationship with the industrial-fashioned apparel and in the way of clothing purchasing. The Internet sale of clothing is in a constant and significant increase in the global market, but the possibilities offered by modern computing technologies in the customization segment are not yet fully involved, especially according to the individual customer requirements and body sizes. Considering the growing trend of online shopping, the main goal of this paper is to investigate the differences in customer perceptions towards online apparel shopping and particularly to discover the main differences in perceptions between customers regarding three different body sizes. In order to complete the research goal, the quantitative study on the sample of 85 Croatian consumers was conducted in 2017 in Zagreb, Croatia. Respondents were asked to indicate their level of agreement according to a five-point Likert scale ranging from strongly disagree (1) to strongly agree (5). To analyze attitudes of respondents, simple and descriptive statistics were used. The main findings highlight the differences in respondent perception of 3D body scanning, using 3D body scanning in Internet shopping, online apparel shopping habits regarding their body sizes.

Keywords: Consumer behavior, online shopping, 3D body scanning.

Digital Object Identifier (DOI): doi.org/10.5281/zenodo.3346734

References:

[1] S. E. Lee, and J. C. Chen, “Mass-customization: Methodology for an Apparel Industry with a Future,“ Journal of Industrial Technology, vol. 16, pp. Xx, 1999.
[2] M. M. Tseng, and F. Piller (Eds.), “The Customer Centric Enterprise, Advances in Mass Customization and Personalization,“ Berlin Heidelberg: Springer-Verlag, 2003.
[3] L. Walter, G. A. Kartsounis, and S. Carosio (Eds.), “Transforming Clothing Production into a Demand-driven, Knowledge-based, High-tech Industry,“ Berlin Heidelberg: Springer-Verlag, 2009.
[4] D. Ujević, S. Petrak, M. Hrastinski, M. Mahnić, “Development of the garment size system and computer-based body models,“ Tekstil ve mühendis (Journal of Textiles and Engineer), vol. 19, pp. 35-40, 2012.
[5] K. P. Simmons, and S. L. Istook, “Body measurement techniques: Comparing 3D body-scanning and anthropometric methods for apparel applications,“ Journal of Fashion Marketing and Management, vol. 7, pp. 306-332, 2003.
[6] H. Löffler-Wirth. et al, “Novel Anthropometry Based on 3D Bodyscans Applied to a Large Population Based Cohort,“ PLOS ONE, vol. 11, 2016.
[7] A. Vuruskan, and E. Bulgun, “Identification of female body shapes based on numerical evaluations,“ Int J Cloth Sci Tech, vol. 23, pp. 46-60, 2011.
[8] M. Mahnic Naglic, and S. Petrak, “A method for body posture classification of three- dimensional body models in the sagittal plane,“ Tex Res J, Online first, November, 2017.
[9] T. Fisher, et al, “Automatic morphological classification with Case-Based Reasoning,“ in Int. Conf. on 3D Body Scanning Technologies, Lugano, 2016, pp. 148-158.
[10] S. Petrak, M. Mahnic, and D. Ujevic, “Research of 3D Body Models Computer Adjustment Based on Anthropometric Data Determined by Laser 3D Scanner,“ in 3rd Int. Conf. on 3D Body Scanning Technologies, Lugano, 2012, pp. 115-126.
[11] S. Petrak, M. Mahnic Naglic, and M. Sikic, “Garment Collection Designed According to Female Body Types and Mass Customization Concept.,“ in 8th International Textile Clothing & Design Conference - Magic World of Textiles, Dubrovnik, 2016, pp. 406-411.
[12] A. Petrova, and S. P. Ashdown, “Comparison of garment sizing systems,“ Clothing and Textiles Research Journal, vol. 30, pp. 267-284, 2012.
[13] H. K. Song, and S. P. Ashdown, “Development of Automated Custom-Made Pants Driven by Body Shape,“ Clothing and Textiles Research Journal, vol. 30, pp. 315-329, 2012.
[14] J. Su, G. Liu, and B. Xu, “Development of individualized pattern prototype based on classification of body features,“ Int J Cloth Sci Tech, vol. 27, pp. 895-907, 2015.
[15] J. Li, and G. Lu, “Customizing 3D garments based on volumetric deformation,“ Comput Ind, vol. 62, pp. 693-707, 2011.
[16] T. Bretschneider, et al, “Validation of the body scanner as a measuring tool for a rapid quantification of body shape,“ Skin Res Technol, vol. 15, pp. 364-369, 2009.
[17] Y. Meng, P. Y. Mok, and X. Jin, “Interactive Virtual Try-on Clothing Design Systems,“ CAD, vol. 42, pp. 310-321, 2010.
[18] S. Petrak, M. Mahnić, and D. Rogale, “Impact of Male Body Posture and Shape on Design and Garment Fit,“ Fibres Text East Eur, vol. 23, pp. 150-158, 2015.
[19] N. D’Apuzzo, “Recent advances in 3D full body scanning with applications to fashion and apparel,“ in Optical 3D Measurement Techniques IX, Vienna, 2009.
[20] P. Tamás, et al, “Human Body’s Shape And Data,“ in Proc. of 12th World Textile Conference AUTEX, Zadar, 2012.
[21] ISO 20685:2010 - 3D scanning methodologies for internationally compatible anthropometric databases.
[22] J. Park, et al, “Apparel consumers' body type and their shopping characteristics,“ Journal of Fashion Marketing and Management: An International Journal, vol. 13, pp. 372 – 393, 2009.
[23] T. Hansen, and J. M. Jensen, “Shopping orientation and online clothing purchases: the role of gender and purchase situation,“ European Journal of Marketing, vol. 43, pp. 1154 – 1170, 2009.
[24] Cowart K.O. and Goldsmith R.E., “The influence of consumer decision-making styles on online apparel consumption by college students, International Journal of Consumer Studies, 31, pp. 639-647, 2007.