摘要
伴随互联网经济和电子商务的快速发展,不少企业和网络零售商均已采纳在线个性化产品定制这一市场策略,然而目前对于在线个性化定制相关理论与方法的研究还较为有限。本研究以计划行为理论为理论分析框架,通过半结构化的在线访谈获取资料数据,运用扎根理论的研究方法归纳影响消费者在线定制个性化产品意愿的因素,在此基础上构建了在线个性化产品定制影响因素的多层次的理论概念模型。研究发现:消费者在线定制个性化产品的意愿主要取决于行为态度、主观规范和感知行为控制三个关键变量;上述三个变量均受到各自维度的影响;在线个性化定制情境下三个变量的维度又受到不同突显信念的影响。
With rapid development of Internet economy and E-commerce, many companies and online vendors have adopted online product personalization as a market strategy. However, few studies have systematically investigated theo- ries and approach regarding online product personalization. Based on theory of planned behavior, this study explores the factors that influencing intention to personalize products online. The data is collected in the form of semi-structured interview, and analyzed using a method of grounded theory. In addition, the multi-level conceptual theoretical model is constructed. The results reveal that customers＇ intention to personalize products online depends on the behavioral attitude, subjective norms, and perceived behavioral control. This study also explains that these three variables are affected by their dimensions with different salient beliefs in the context of online product personalization.
出处
《预测》
CSSCI
北大核心
2016年第6期50-55,共6页
Forecasting
基金
国家自然科学基金资助项目(71172072
71302017)
关键词
个性化产品
在线定制意愿
影响因素
计划行为理论
扎根理论
personalized products
online personalization intention
influencing factors
theory of planned behavior
grounded theory
