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论文编号：	8572
作者编号：	1120120760
上传时间：	2016/6/20 15:37:44
中文题目：	在线个性化产品定制意向的影响机制研究
英文题目：	Research on the Influence Mechanism of Online Product Personalization
指导老师：	严建援
中文关键字：	在线个性化定制，独特性需求，使用与满足，产品涉入度，自我表达
英文关键字：	Online personalization, Need for uniqueness, Uses and gratifications, Product involvement, Self-expression
中文摘要：	面对互联网以及移动互联网对传统信息传播方式的颠覆性改变，企业的营销观念也越来越倾向于互动性、体验性、差异性和创新性。在此背景下，在线个性化产品定制开始成为企业和网络零售商所采纳的创新性市场策略。本研究综合运用电子商务、市场营销、管理信息系统、传播学、消费者行为分析以及社会心理学等研究领域的理论，采用半结构化的开放式访谈、问卷调查、数学建模与仿真等研究方法，对在线个性化产品定制意向的影响机制进行系统分析和论证。本研究的主要工作包括以下五方面： 第一，在线个性化产品定制意向影响因素的探索性分析。运用基于扎根理论的质性研究方法，通过对拥有在线个性化产品定制经历的消费者开展半结构化的在线访谈，并通过扎根理论的定性数据分析方法，初步确定影响在线个性化产品定制意向的因素，并构建在线个性化产品定制意向影响因素模型。 第二，基于独特性需求和计划行为理论的在线个性化产品定制意向研究。基于质性研究的相关结论，结合独特性需求和计划行为理论提取、限定和框取相关变量，进而构建了概念模型。通过定量的实证研究来回答影响在线个性化产品定制意向的变量的影响过程和作用机制。 第三，基于使用和满足的在线个性化产品定制意向研究。根据质性研究的相关结论，采用技术接受模型的理论分析框架，基于使用与满足的理论视角构建了概念模型。利用问卷调查的研究方法获取消费者对于不同变量之间关系的反馈，通过结构方程模型对概念模型中的变量关系进行验证。 第四，产品涉入度对在线个性化产品定制意向的影响研究。基于质性研究的相关结论以及已有研究成果，试图验证产品涉入度对在线个性化产品定制意向的影响；与此同时，本研究尝试验证自我表达是否会对两者之间的关系有中介作用。据此，通过问卷调查的研究方法，并利用结构方程模型的统计分析方法，对概念模型中的变量关系进行验证。 第五，基于可定制水平的在线个性化产品定制模式研究。结合企业和网络零售商在线个性化产品定制实践，提出了基于用户创新的可定制水平的在线个性化产品定制的三种具体模式：基于产品属性选择的在线个性化产品定制、用户参与设计的在线个性化产品定制、1对1式在线个性化产品定制。利用数学建模的方法对三种在线个性化产品定制模式的优劣性和适用性进行分析。 本文通过研究得出以下主要结论： 第一，主观规范、行为态度和感知行为控制对在线个性化产品定制意向有显著正向影响；主观规范、感知行为控制和独特性需求对消费者的行为态度有正向影响；独特性需求会对感知乐趣和产品创新产生影响；然而，感知乐趣和产品创新这两个变量对在线个性化定制态度的影响不显著。因此，在线个性化产品定制下，独特性需求是个体消费者行为态度的主要前因变量。 第二，情感依恋、产品创新对感知有用性有显著正向影响；产品创新、社会交往对感知易用性有显著正向影响；社会交往对消费者所感知到的定制产品的难易程度有显著正向影响。也就是说，产品创新作为使用与满足理论中认知需求在个性化定制情境中的主要提取变量，不仅对消费者所感知到的在线定制难易程度有显著影响，而且会对所感知到的在线定制的有用性有显著影响。 第三，产品涉入度对在线个性化产品定制意向有直接正向影响；自我建构在产品涉入度与个性化产品定制意向之间有中介作用；虽然产品涉入度对个人形象表达有正向影响，但是个人形象表达在产品涉入度与在线个性化产品定制意向之间的中介作用不显著。该结论对于如何提高个性化定制产品与个体消费者之间的匹配水平有着重要管理启示。 第四，以基于消费者创新的可定制水平为基准，纳入个体创新水平最高的1对1式在线个性化产品定制模式，能够为企业带来最高的创新收益和利润水平；同等成本和定制情境下，在线个性化产品定制过程中能够吸收到的消费者创新水平越高，越能够激发个体的个性化定制行为意向。 本研究的创新之处主要提下在以下四个方面： 第一，全面、系统、深入的理论解读。针对已有在线个性化产品定制研究中存在的理论分析匮乏的问题，本研究综合运用消费者行为分析、管理信息系统、市场营销、传播学等多个学科的相关理论，系统、全面地对在线个性化产品定制意向的影响机制展开理论分析。 第二，将在线个性化产品定制的表象研究与机制研究相结合。针对已有研究仅从表象上分析个性化定制所产生价值，本文在严格界定研究范畴的前提下，综合利用多个学科的相关理论，从行为、心理、情感、情绪等多个视角对个性化定制意向的影响机制展开研究。不仅突破了对在线个性化产品定制行为的表象分析，而且在理论诠释和实证验证中突出了机制性研究的深度。 第三，采用基于扎根理论的质性研究方法对在线个性化定制行为进行分析。尽管心理学研究中已经普遍接受质性研究方法，然而在电子商务和市场营销中采用质性研究方法对个体行为的研究较少。本文采用质性研究方法分析在线个性化定制行为，借助基于扎根理论的编码技术，对定性访谈数据中的概念范畴、主题和变量进行归纳、提炼，为后续实证定量研究奠定基础。 第四，在线个性化产品定制情境下，将自我表达细分为个人形象表达和自我建构，从而深入地分析和验证了自我表达在产品涉入度与在线个性化产品定制意向之间的中介作用。这些结论可以有效帮助企业和网络零售商提高在线个性化产品定制策略的精准性。
英文摘要：	Confronted with the radical change of way of information dissemination triggered by Internet and mobile Internet, the corporate’s marketing conception has intended to be interactive, diverse and creative. That is, corporates’ producing and selling activities need to be adjusted according to market changes and consumers’ demand. Therefore, many companies and online retailers have realized the importance of product personalization achieved through Internet and E-commerce, in which traditional base sales on production transforms to basing production on sales. In this context, online product personalization has been adopted by many companies and online retailers. Based on this, this thesis analyzes the mechanism affecting the intention to personalize products online, using semi-structured online interview, questionnaire, and mathematical modeling. The analysis process is guided by highly related theories from the research field of E-commerce, marketing, information management, and communication. The main research work includes five facets as follows: First, qualitative study of the factors influencing online product personalization intention. The influencing factors of personalized products online were analyzed using a qualitative research based on grounded theory. On the basis of existing research, the core question to be solved was put forward: building the model of influence factors of online product personalization. Specifically, the semi-structured interview was conducted through interviewing the subjects who have had online personalization experience. In addition, the qualitative data was analyzed using grounded theory, and the influencing factors were refined and extracted. Second, the research on online personalization intention based on uniqueness seeking and the theory of planned behavior. Based on the conclusion of the qualitative research, the research modes were constructed from the perspective of uniqueness seeking theory and the theory of planned behavior. Furthermore, the mechanism how variables affects online product personalization intention was tested. Thus, the relation between different variables and the influencing process were proved from the standpoint of the need for uniqueness. Third, the research on online product personalization intention based on integrative model of uses and gratifications theory and technology acceptance model. According to the related conclusion from qualitative study, the research model was conducted using the theoretical framework of technology acceptance model, as well as uses and gratifications theory. Additionally, consumers’ feedback regarding online product personalization was collected with questionnaire survey. Finally, the hypotheses around relationship between different variables were verified. The results show that how the variables affect personalization intention in the context of uses and gratification theory. Forth, how product involvement affect intention to personalized product online? Based on literature review and the conclusion of qualitative study, this study attemptes to verify how product involvement affect online personalization intention. Meanwhile, this study intends to validate the role of self-expression in the above relationship. As such, this study validates the relation between different variables using questionnaire, and the data was analyzed by structural equation model (SEM). Fifth, research on the pattern of online product personalization based on the level of personalization. Combining the practice of online product personalization, three types of online product personalization pattern were induced based on the level of customization which is closely related to consumer innovation. Using the method of mathematical modeling, the relative merits and applicability of three online product personalization pattern were analyzed. The following conclusion was drawn from the present study: First, subjective norms, attitude and perceived behavioral control has a positive effect on online personalization intention, respectively. Subjective norms, perceived behavioral control, and consumers’ need for uniqueness has a positive effect on attitude, respectively. However, the effect of enjoyment and product innovation on online personalization is not significant. Second, emotional attachment, product innovation has a positive effect on perceived usefulness, respectively. Product innovation and social integration has a positive effect on perceived ease of use, respectively. Social integration has a positive effect on perceived ease of use in the context of online personalization. That is, product innovation not only has a positive effect on perceived usefulness, but also has a positive effect on perceived ease of use. Third, product involvement has a positive effect on online personalization intention; self-construal has a mediating effect between product involvement and online product personalization intention. Although product involvement has a positive effect on self image, the mediating effect of self image between product involvement and online personalization intention is not significant. Forth, the 1 to 1 online product personalization which incorporates consumer innovation effectively, can bring the most benefits (including profits and innovation gains). In the context of the same cost, the higher level the personalization pattern incorporates the consumer innovation, the stronger personalization intention of the individual consumer embrace. The innovations of the current study as follows: First, this study comprehensively and systemically constructs the theoretical basis. In view of the lack of theoretical background in existing study which focused on online personalization, this study integratively analyzed online personalization from the perspective of consumer behavior (uniqueness seeking theory), management of information systems (theory of planned behavior and technology acceptance model), cognitive psychology (self-expression), and communication (uses and gratifications theory). Second, combining the appearance research of product personalization and the mechanism research of online personalization. As most of extant research stayed on the surface analysis of personalization of consumer value, this study strictly defined the scope of online product personalization. Then, the systemic analysis of individual personalization was carried from the behavior, psychology, emotion, and mood. That is, the mechanism why consumers would like to personalize a product online was explored from multiple angle. Thus, this study highlighted the depth of the study on the mechanism of personalization behavior. Third, this study explored individual personalization behavior using a qualitative research method of grounded theory. Although many studies of psychology have accepted a qualitative research method, however, in the study of individual consumer behavior in marketing and E-commerce, this qualitative research method was not used widely. This study adopted the interviews based on grounded theory with qualitative interview data, and the themes and variables were summarized. Therefore, this study can provide a pattern for the following research that focusing on consumer behavior. Forth, this study divides self expression into self image expression and self construal. As such, the mediating effect of self expression on product involvement and online personalization intention is deeper and clearly, so long as offering efficient and important guidelines to companies’ online personalization strategy.
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