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

ABSTRACT

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.

KEYWORDS:

• Online shopping
• consumers’ preferences
• fashion marketing
• Kansei Engineering
• online title optimizaion

Acknowledgements

I would like to express my special thanks of gratitude to the supervisory committee in Universiti Putra Malaysia who gave me the golden opportunity to do this wonderful project, which also helped me in doing a lot of research and I came to know about so many new things. I am really thankful to them.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Geolocation information

China

Additional information

Funding

There is no funding about this paper.