在线个性化产品定制意向的影响机制研究——基于UGT和TAM的整合模型

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中央财经大学学报 ›› 2018, Vol. 0 ›› Issue (2) : 99-108.

工商管理

在线个性化产品定制意向的影响机制研究——基于UGT和TAM的整合模型

甄杰, 严建援, 邱晗光

作者信息 +

Research on Consumers' Online Personalization Intention: An Integration Model Based on UGT and TAM

ZHEN Jie, YAN Jian-yuan, QIU Han-guang

Author information +

文章历史 +

摘要

在线个性化产品定制作为差异营销和互动营销的新形式,得到了大量企业和网络零售商的应用。已有文献侧重利用实验研究来分析个性化定制中的消费者行为偏好,而没有对消费者需求动机、在线定制系统感知与定制意向之间的关系展开研究。笔者基于使用与满足理论(UGT)和技术接受模型(TAM),首次探讨了在线个性化产品定制意向的影响机制。通过问卷调查收集数据,并运用结构方程模型对假设进行检验。研究发现:产品创新对定制系统的感知有用性和感知易用性有正向影响;情感依恋和社会交往分别对定制系统的感知有用性和感知易用性有正向影响;定制系统的感知有用性和感知易用性对定制意向有正向影响,感知易用性又会对感知有用性产生正向影响。笔者建议企业和网络零售商在降低定制难度条件下,激发消费者的积极性去参与产品设计和改造;为了充分发挥口碑效应,应提高定制系统与社交媒体的关联度,同时提高产品定制中的情感寄托以增强消费者对定制产品的偏爱和支持。

Abstract

As a new form of differentiation marketing and interactive marketing, online personalization has adopted by many firms and online vendors. Previous research mainly focuses on exploring consumers' preferences using experimental study, lacking an analysis of the relation between consumer motivation, online personalization system, and personalization intention. Based on UGT and TAM, this study firstly explores the influence mechanism of consumers' online personalization intention. The data are collected with questionnaire survey and analyzed by structure equation model (SEM). The results indicate that product innovation has a positive effect on perceived usefulness and perceived ease of use, respectively. Furthermore, emotional attachment has a positive effect on perceived usefulness, while social interaction has a positive effect on perceived ease of use. Finally, perceived usefulness and perceived ease of use have positive impacts on personalization intention, perceived ease of use have a positive effect on perceived usefulness. Therefore, we suggest that enterprise and online vendors should fully motivate consumers' enthusiasm to participate in product design and creation on the condition that difficulty of customization is reduced. In order to amplify the effect of word of mouth, the relation of personalization system and social media should be improved. For the sake of enhancing consumers' support of personalized products, emotional sustenance should be improved.

导出引用

甄杰, 严建援, 邱晗光. 在线个性化产品定制意向的影响机制研究——基于UGT和TAM的整合模型[J]. 中央财经大学学报, 2018, 0(2): 99-108

ZHEN Jie, YAN Jian-yuan, QIU Han-guang. Research on Consumers' Online Personalization Intention: An Integration Model Based on UGT and TAM[J]. Journal of Central University of Finance & Economics, 2018, 0(2): 99-108

中图分类号： F272.3

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基金

国家自然科学基金项目“考虑末端交付方式和时间窗配置的城市配送收益管理研究”(项目编号:71602014);重庆市教委科学技术研究项目“在线个性化产品定制意向的影响机制研究”(项目编号:KJ1706164);重庆市基础科学与前沿技术研究项目“高管支持、制度化与信息安全绩效”(项目编号:cstc2017jcyjAX0441);重庆市教委人文社会科学研究项目“考虑行为因素的云服务供应链风险损失补偿及分担契约研究”(项目编号:17SKG097)。