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随着消费个性化的提高和互联网技术的普及,越来越多的企业通过提供在线定制产品建立顾客忠诚并赢得竞争优势。然而在线定制购买是复杂的行为过程,受多重因素的影响,本文从消费者的视角出发,研究消费者个性特质对在线定制购买意愿(OCPI)的影响,通过调研问卷收集数据,并运用结构方程模型进行分析。研究结果表明,消费者个性特质包括的独特性需求(CosumersNeed For Uniqueness,CNFU)、视觉美感中心性(Centrality of Uisual Product Aesthetics,CUPA)对在线定制购买的感知利益(PB)都有显著的正向影响,进而增加在线定制购买意愿;同时,视觉美感中心性还对在线定制的购买感知风险(PR)有着显著的负向影响,并通过感知风险降低在线定制购买意愿;其中,独特性需求对感知风险没有显著的影响。因此,企业应该针对不同个性特质的细分群体采用精确的营销策略,同时增加感知利益,降低感知风险,最终赢得消费者对在线定制产品或服务的信赖。
With the increasing personalization of consumption and the popularization of Internet technology, more and more enterprises establish customer loyalty and gain competitive advantage by providing online customized products. However, online custom purchase is a complicated process of behavior. Due to multiple factors, this paper studies the impact of consumer personality traits on online customized purchase intention (OCPI) from the perspective of consumers, collects data through questionnaires and uses structural equation Model for analysis. The results show that consumer individuality traits include Cosumers’Need For Uniqueness (CNFU) and Centrality of Uisual Product Aesthetics (CUPA), both have significant perceived benefits (PB) for online customized purchase Positive impact, and thus increase the willingness to buy online customization. At the same time, the visual aesthetic centrality also has a significant negative impact on the online customized purchase perceived risk (PR) and reduces the online custom purchase intention by perceived risk. Among them, the uniqueness requirement No significant effect on perceived risk. Therefore, enterprises should adopt precise marketing strategies for segments with different personality traits, at the same time, increase their perceived benefits and perceived risks and finally win consumers’ trust in online customized products or services.