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论文编号：	4277
作者编号：	1120090698
上传时间：	2012/6/6 15:11:36
中文题目：	影响顾客选择定制产品的因素及机制分析
英文题目：	Analying the Factors and Mechanisms of Influencing Customers to Choose the Customized Products
指导老师：	韩德昌
中文关键字：	大规模产品定制，因素整合模型，计划行为理论，品牌信任
英文关键字：	Mass customization, The theory of planned behavior, Integrated influence factors model，Brand trust
中文摘要：	大规模定制被认为是21世纪企业的主导战略。学者们对大规模定制战略的研从企业和市场角度究持续近20年时间。本文继续站在消费者视角探讨此问题，以拓展的计划行为理论为基础，构筑影响顾客对定制产品购买意愿的因素整合模型，并阐述这些因素起作用的背后机制。本文的结构安排如下：第一章前言部分交代了问题研究的现实和理论背景，文章所要研究的问题、研究可能的理论和现实价值、研究设计研究内容和研究整体结构安排。第二章全面系统回顾了对大规模定制问题的研究，仔细梳理其研究脉络，找出研究前进的方向以及存在的空白点。第三章是对计划行为理论研究的回顾，主要梳理了计划行为理论产生的来龙去脉，它的发展情况，并详细分析了该理论模型的作用机制以及在实证研究中的应用。第四章提出文章的研究假设，在文献回顾的基础上，运用已有理论，通过逻辑推演提出12个研究假设，构筑了本文的研究模型。第五章是实证部分，通过对两所高校498份有效学生问卷分析，对假设进行了验证。第六章结论部分，分析数据产生的结果，阐释文章研究的理论和实践贡献，指出研究存在的不足以及未来进一步的研究方向。通过对天津南开大学和保定河北大学共498位有效学生问卷进行的结构方程模型分析，研究得到以下结论：第一，顾客对于定制产品的购买意图受到态度、主观标准、感知行为控制的直接影响，也就是说当顾客对于定制产品持积极态度，主观上认为其他人能够赞同他的定制行为，并且对于自己完成定制产品的能力较为自信时，他们才会积极参与到产品定制中去，对定制产品的购买意愿较高，这种结论同传统计划行为理论的基本假设一致。同时研究数据表明，在三种因素中，顾客态度对其定制产品购买意愿的影响权重最大，感知行为控制次之，主观标准的影响力度最小。第二，本文数据分析结果表明，顾客的自我身份表达需要能够影响顾客对定制产品的态度，通过态度间接影响对定制产品的购买意图，同时自我身份表达还能独立影响定制产品购买意图；顾客的社会身份表达不会对定制产品购买意图产生直接影响，但它能够通过对顾客主观标准的影响间接作用于购买意图。这个结论同拓展的计划行为理论模型有所不同。第三，本文证明顾客定制敏感性和对企业品牌信任能够影响他们对定制产品的态度。顾客定制敏感性较高，那么他对于产品定制就会有积极评价，期待较高的定制产品效用，根据期待—价值模型，这种较高的期待和评价导致积极的态度，另外如果顾客对于企业品牌产生信任，这种信任的结果也会导致对于产品定制积极的评价，从而影响对定制产品的态度。第四，本文证明参照群体影响顾客的主观标准形成。参照群体能够对个体形成信息性影响、功利影响和价值影响，通过自我证明和自我提高两种途径影响顾客的主观标准。所以对于企业的定制宣传来说，单独针对个体还是不够的，还需要考虑参照群体等社会影响因素。第五，顾客产品知识和企业定制指导能够影响顾客的感知行为控制。顾客对于定制产品较为熟悉时，他们会对自己完成产品定制的能力更为自信，更愿意积极的参与其中，因此能够感知更多定制价值。企业的定制指导服务也能够提高顾客的自我效能，帮助他们更顺利的完成产品定制。本文的价值和创新之处在于以下几点：第一，文章从消费者选择与决策研究视角出发，首次全面构筑影响顾客选择定制产品的因素整合模型，并加以实证检验。该整合模型的构建有利于企业从顾客角度评估是否具备实施大规模定制的条件。第二，本研究通过实证数据，检验了拓展的计划行为理论的可行性，丰富了该理论的应用范围，同时对于企业进行大规模定制系统设计具有重要指导作用。第三，本文将消费者个人因素、参照群体等社会因素影响以及企业等多方面因素整合在一起，拓展、深化了大规模定制的研究视角，有利于企业把握顾客心理需求，预测和理解顾客行为，并且有针对性地做好顾客服务。
英文摘要：	Mass customization is considered to be the dominant strategy of the enterprises in the 21st century. Many scholars have paid attentions on the study of mass customization strategy for nearly 20 years. Based on an extended version of the theory of planned behavior, we develop an integrated influencing factors model for the customers’ willingness to buy customized products and elaborates the mechanism behind these factors at the same time. The structure of this paper is organized as follows. Chapter one illustrates the practical and theoretical background of the research question, what is the focus of our study, what are the potential theoretical and practical contributions of the study results, while explains the design, content and overall structure arrangements of the paper. Chapter two reviews the study of mass customization, carefully combing the previous studies points, to identify the direction of research progress and gaps in mass customization. The third chapter is a review of the theory of planned behavior research combing the ins and outs of the theory of planned behavior, its development, and a detailed analysis of the mechanism of action, as well as in the empirical study of application of this theoretical model. Chapter four presents the hypothesis of the article, based on literature review, the use of existing theory model , by logical deduction, formulates the 12 research hypothesis, and builds the research concept model. The fifth chapter is the empirical part of the paper. The hypothesis is verified by two universities, 498 valid student questionnaire data. Chapter six is the conclusion generated from the empirical data , further elaborates the theoretical and practical contributions, points out the deficiency of this paper, and finally gives the direction in the future research. In this paper, the questionnaire survey was used for data collection , a total of 700 questionnaires were sent out while 498 valid ones were got back. The radio of valid questionnaire is 71.14%. According to the data analysis, by using structural equation modeling analysis, we get the following results: Firstly, there are three factors such as attitude subjective criteria and perceived behavioral control to have the direct impact for customer’s willingness to buy customized product. That is when the customer holds a positive attitude, subjective view that other people can agree with his custom behavior, and for their ability to deliver customized products are more confident, they will actively participate in product customization, have a higher willingness to buy customized products. The conclusion is consistent with the basic assumptions of the traditional theory of planned behavior. Research data show that among the three factors, customer attitude has the strongest influence for the purchasing intention, subjective criteria has the minimum effect. Secondly, the data analysis results show that self-identity expressiveness can influence attitudes and thus indirectly affect the purchase intention, and self-identity expressiveness has been proved to be an independent significance determinant of intentions to buy. However, be different from the extended version of the theory of planned behavior, we find that customer social identity expressiveness does not have a direct impact on purchase intention but it can impact the subjective norm. Thirdly, in this paper, we prove the customer customization sensitivity and brand trust can affect their attitude for customized products. If the customer customization sensitivity is high, then he will have a more positive evaluation of the product customization, expect a higher effectiveness of customized products based on expectations—value model, this higher expectation and evaluation lead to a positive attitude. Also, if the customer has a trust for the corporate brand, this trust can lead to positive evaluations for product, thus affecting the attitude of customized products. Fourthly, the reference group has a positive influence on the formation of customer subjective norm, there are three kinds of impact which the reference group exert to the individual informational influence, utilitarian influence and the value of expression, through self-certification and self-improvement to affect the customer’s subjective standard, for the corporate marketing policy, it is not enough alone for the individual person, but also need to consider the social impact factors. Fifthly, customer product knowledge and corporate customized guidance impact the customer’s perceived behavioral control. When customer are familiar with the customized products, they are confident with their abilities to complete the task, they will take part in the customization process actively , perceive more value in the engagement process. Customized guidance services can also improve customer self-efficacy, help customer complete the product customization successfully. The contributions of the study are showed as follows. Firstly, this research not only proposes an integrated influence factors model of the purchasing intention for customization products, but also tests and verifies through the empirical method with the questionnaires data, the results are benefit for the enterprises to seriously assess whether they have the conditions for the implementation of mass customization. Secondly, the article examined the feasibility of the extended version of the theory of planned behavior, enriching the scope of application of the theory, the research model has an important role in guiding mass customization system design.Thirdly, this paper integrating various factors of consumer personal factors, social influence, as well as business services, extends and deepens the study perspective of the customization, this study will help the enterprises to seize the customer psychology requirement, forecasting and understanding of customer behavior, providing the differentiated services for the customer.
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