The development of a product-layer perceived value scale for the online experience products of young Chinese consumers: take online apparel as an example

With the COVID-19 outbreak, more and more young Chinese consumers are using the internet as their primary way of purchasing. Studies have shown that consumers' perceived value (CPV), which is multidimensional, situational, and dynamic, is important for online purchases. However, there are few CPV scales specifically for experiential products, and most studies focus on post-purchase evaluation rather than purchasing process behaviour. Therefore, this study took clothing as example and considered all the factors online in purchasing process into the scope of the CPV commodity layer. Semi-structured interviews, exploratory factor analysis, and confirmatory factor analysis (CFA) were taken to establish a product-level CPV scale for online experience products of young Chinese consumers, including six dimensions: word of mouth value, service value, aesthetic value, cost value, quality value, and brand value. The findings can help online experience products, especially online clothing brands, improve their marketing strategy and attract consumer buying intentions.