The Item-Based Fashion Matching Experience in Online Platform Service Design: A Case Study from Chinese Customers

In online fashion retail platform, the customer service has played an essential role during the shopping process. In this study we focus on the service design of fashion matching experience in online shopping platform in different service scenarios, which has become one of the key issues of the fashion matching service. Based on the previous research on the matching service during the shopping process, we took the Chinese consumer as an example and focused our research on the fashion matching when the customers make purchase decision. In this paper, a new matching platform was designed based on fashion items and adopted the methods of verbal report and Likert scale to analysis the customer’s shopping experience. The experiments results indicate that with the item-based matching platform, the experience of customer online shopping is promoted to some extent, and customers can enjoy the entertainment and practicality of the interactive matching service. Moreover, this item-based service can be used by designers to provide matching references.