| Summary: | With the rapid development of digital technology, more and more consumers are prefering to buy their clothes online. In order tTo improve the quality of online services and enrich the consumer experience of apparel e-customisation, this paper develops item scales that measure positive emotion, visual perception, and haptic perception. This manuscriptWe also evaluates the relationship between the item scales, attitude, and intention. It is an exploratory study on consumers’ multisensory perception and positive emotion mixed item scale (MPPEMIS), collected by experts. Supported by factor analysis and correlation analysis, we conducted both a laboratory and an online study to test the reliability and validity between item-scales, attitude, and intention. Visual factors (e.g., transparency, brightness, dimness), haptic factors (e.g., comfortable, coarseness, softness), and positive emotions (e.g., excitement, attractive, pleasantness) are proved in the MPPEMIS, which positively correlate with the factors of attitude and intention in apparel e-customisation. As such, the MPPEMIS assists brand managers and marketers by recommending information and providing item scales for apparel e-customisation, that can also be used in online service strategies and system modularisation.
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