本文關(guān)鍵詞：消費(fèi)者個(gè)性特質(zhì)與網(wǎng)站特性對(duì)在線定制購(gòu)買(mǎi)意愿的影響研究　出處：《浙江工商大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 在線定制 獨(dú)特性需求 視覺(jué)美感中心性 網(wǎng)站特性 購(gòu)買(mǎi)意愿

【摘要】：隨著消費(fèi)個(gè)性化水平的提高和互聯(lián)網(wǎng)技術(shù)的不斷普及,越來(lái)越多的企業(yè)通過(guò)提供在線定制產(chǎn)品或服務(wù)來(lái)實(shí)現(xiàn)顧客忠誠(chéng)并取得競(jìng)爭(zhēng)優(yōu)勢(shì)。然而在線定制購(gòu)買(mǎi)是復(fù)雜的行為過(guò)程,受多重因素的影響,亟待更多的理論研究與關(guān)注。本研究從消費(fèi)者的視角,研究個(gè)性特質(zhì)與網(wǎng)站特性對(duì)在線定制購(gòu)買(mǎi)意愿的影響。 在理性行為理論及感知收益和感知風(fēng)險(xiǎn)綜合理論框架的基礎(chǔ)上,本文基于目前的研究現(xiàn)狀從感知利益、感知風(fēng)險(xiǎn)兩個(gè)方面對(duì)在線定制的購(gòu)買(mǎi)意愿進(jìn)行研究,其中引入了“獨(dú)特性需求”和“視覺(jué)美感中心性”兩個(gè)個(gè)性特質(zhì)心理變量,通過(guò)調(diào)研問(wèn)卷收集數(shù)據(jù),并運(yùn)用結(jié)構(gòu)方程模型進(jìn)行分析,研究結(jié)論主要包括以下兩部分： (1)消費(fèi)者個(gè)性特質(zhì)包括獨(dú)特性需求、視覺(jué)美感中心性,兩者對(duì)在線定制購(gòu)買(mǎi)感知利益均存在顯著正向影響,進(jìn)而增加在線定制購(gòu)買(mǎi)意愿；同時(shí),視覺(jué)美感中心性還對(duì)在線定制購(gòu)買(mǎi)感知風(fēng)險(xiǎn)有著顯著的負(fù)向影響,并通過(guò)感知風(fēng)險(xiǎn)降低在線定制購(gòu)買(mǎi)意愿；其中,獨(dú)特性需求對(duì)在線定制感知風(fēng)險(xiǎn)則沒(méi)有顯著的影響。 (2)網(wǎng)站特性包括知識(shí)性、互動(dòng)性、娛樂(lè)性、安全性,這四個(gè)維度對(duì)在線定制購(gòu)買(mǎi)感知利益均存在顯著正向影響,進(jìn)而增加在線定制購(gòu)買(mǎi)意愿；同時(shí),知識(shí)性、安全性對(duì)在線定制購(gòu)買(mǎi)感知風(fēng)險(xiǎn)有著顯著的負(fù)向影響,并通過(guò)感知風(fēng)險(xiǎn)降低在線定制購(gòu)買(mǎi)意愿；其中,互動(dòng)性和娛樂(lè)性對(duì)在線定制感知風(fēng)險(xiǎn)則沒(méi)有顯著的影響。 最后,本文在實(shí)證分析的基礎(chǔ)上,針對(duì)在線定制商家提出若干營(yíng)銷(xiāo)管理建議,以期企業(yè)能夠針對(duì)不同個(gè)性特質(zhì)的細(xì)分群體采用精確的營(yíng)銷(xiāo)策略,并注重網(wǎng)站特性,同時(shí)增加感知利益、降低感知風(fēng)險(xiǎn),最終贏得消費(fèi)者對(duì)在線定制產(chǎn)品或服務(wù)的信賴(lài)。
[Abstract]:Along with the consumptive personalization level enhancement and the Internet technology unceasingly popularizes. More and more enterprises realize customer loyalty and gain competitive advantage by providing online customized products or services. However, online customization purchase is a complex behavior process, which is influenced by many factors. From the perspective of consumers, this study studies the influence of personality traits and website characteristics on online custom-made purchase intention. Based on the rational behavior theory and the comprehensive theory framework of perceived income and perceived risk, this paper studies the purchase intention of online customization from two aspects of perceived interest and perceived risk based on the current research situation. The psychological variables of "uniqueness demand" and "visual aesthetic centrality" are introduced, and the data are collected by questionnaire and analyzed by structural equation model. The conclusions of the study mainly include the following two parts: 1) the characteristics of consumer personality include unique demand, visual aesthetic centrality, both of which have a significant positive impact on the perceived benefits of online customization purchase, and then increase the purchase intention of online customization; At the same time, visual aesthetic centrality also has a significant negative impact on the perceived risk of online custom-made purchase, and reduces the online custom-made purchase intention through perceived risk. Among them, unique requirements have no significant effect on online customization perceived risk. (2) website features include knowledge, interactivity, entertainment and security, which have a significant positive impact on the perceived benefits of online customization purchase, and then increase the willingness to purchase online customization; At the same time, knowledge and security have a significant negative impact on the perceived risk of online customization purchase, and reduce the purchase intention of online customization through perceived risk. Among them, interactivity and entertainment have no significant effect on online customization perceived risk. Finally, based on the empirical analysis, this paper puts forward a number of marketing management suggestions for online custom-made merchants, in the hope that enterprises can adopt precise marketing strategies for the subdivision groups with different personality traits. It also pays attention to website features, increases perceived benefits, reduces perceived risks, and ultimately wins consumers' trust in online customized products or services.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F713.55

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