摘要
信息技术的快速发展以及消费结构升级,使得个性化定制成为很多人的选择,而如何提高消费者对定制产品满意度成为商家的重点关切。从消费者的信息表征视角切入,探讨时间距离与定制方式匹配对定制产品满意度的影响。采用组间实验方法,通过对236名在校大学生进行的笔记本电脑定制研究后发现,当定制产品在近期将来交付时,按方案定制比按属性定制能带来更高的定制产品满意度;当定制产品在远期将来交付时,按属性定制比按方案定制的定制产品满意度更高。之所以出现解释水平一致效应,是因为加工流畅性在时间距离与定制方式匹配影响个性化定制产品满意度的关系中起完全中介作用。
The rapid development of information technology and the upgrade of consumption structure make personalized customization the choice of many people. How to improve the satisfaction of consumers for customized products has become a key concern of the merchants. From the perspective of consumers＇ information representation, this paper tries to explore the impact of time distance and customization mode on the satisfaction of customized products. Using the inter-group experiment method, this research studies the customized notebook computers made by 236 undergraduates. The results show that when customized products are delivered in the near future, customization by alternative plans can bring higher satisfaction than that by attributes. In contrast, when the customized products are delivered in the far future, consumers are more satisfied with customization by attributes than that by alternative plans. The reason for such an effect is that the processing fluency plays a complete intermediary role in the relationship between time distance, customization mode and the satisfaction of individually customized products.
作者
王艳芝
卢宏亮
WANG Yan-zhi;LU Hong-liang(School of Accounting, Tianjin University of Commerce, Tianjin 300134, China;College of Economics and Management, Northeast Forestry University, Harbin 150040, China)
出处
《经济经纬》
CSSCI
北大核心
2018年第4期115-121,共7页
Economic Survey
基金
国家自然科学青年基金项目(71602146
71302065)
天津市哲学社会科学规划研究项目(TJGL15-042)
黑龙江省哲学社会科学规划研究项目(15GLE02)
