本文選題：在線服務(wù)定制 + 選項框架效應(yīng)　； 參考：《重慶郵電大學(xué)》2015年碩士論文

【摘要】：隨著人們物質(zhì)和精神生活水平的提高，個性化和多樣化需求日益增加。個性化定制已成為一種時尚生活態(tài)度和方式，越來越受到人們的青睞。無論是線下實體店還是線上電子商城都在嘗試在線定制。那么，企業(yè)如何開展在線定制戰(zhàn)略，構(gòu)建核心競爭力已成為研究者和管理實踐者共同關(guān)注的重點問題。 國內(nèi)外研究者對線下產(chǎn)品定制研究發(fā)現(xiàn)定制模式(加法vs.減法)對消費者定制結(jié)果具有顯著的差異，這種現(xiàn)象被稱為選項框架效應(yīng)。然而，他們的發(fā)現(xiàn)基于線下產(chǎn)品定制研究獲得的，對服務(wù)定制的選項框架領(lǐng)域鮮有涉及。而與有形的產(chǎn)品和線下的定制相比，，在線信息服務(wù)定制具有更強的體驗性、自主性與不確定性，對消費者而言，在線信息服務(wù)定制是否會呈現(xiàn)出同樣的結(jié)果？因此，本研究將以信息服務(wù)在線定制為研究對象，深入探討在線信息服務(wù)定制情境下定制模式與消費者定制購買決策的關(guān)系及其服務(wù)屬性、服務(wù)類型及服務(wù)選項數(shù)量的調(diào)節(jié)作用機制。 本研究從損失厭惡理論的視角出發(fā)，研究在線信息服務(wù)定制情境下定制模式對定制結(jié)果的影響及其三個邊界條件：服務(wù)重要性、服務(wù)類型和服務(wù)選項數(shù)量。本研究通過三項角色-情境模擬實驗研究發(fā)現(xiàn)：(1)在線信息服務(wù)定制情境下，消費者定制決策存在選項框架效應(yīng)：與基于加法選項框架的定制模式相比，消費者在基于減法選項框架的定制模式下選擇更多的服務(wù)選項數(shù)量與更高的服務(wù)總價(H1)；(2)服務(wù)重要性對定制模式與定制結(jié)果的關(guān)系具有顯著的調(diào)節(jié)作用：不重要的服務(wù)在基于減法選項框架的定制模式下更有可能被選擇，而重要的服務(wù)在基于加法選項框架的定制模式下更有可能被選擇(H2)。(3)服務(wù)類型對定制模式與定制結(jié)果的關(guān)系具有顯著的調(diào)節(jié)作用：消極的服務(wù)在基于減法選項框架的定制模式下更有可能被選擇，而積極的服務(wù)在基于加法選項框架的定制模式下更有可能被選擇(H3)。(4)在線信息服務(wù)定制情境下，服務(wù)（選項）數(shù)量對定制模式與定制結(jié)果的關(guān)系（選項框架效應(yīng)）具有調(diào)節(jié)作用：與選項數(shù)量多的選項框架相比，在選項數(shù)量少的選項框架下，消費者的定制決策受到選項框架效應(yīng)的影響程度降低(H4)。最后，文章討論了本研究的理論意義與實踐價值。
[Abstract]:With the improvement of people's material and spiritual living standards, the demand for individuation and diversification is increasing day by day. Personalized customization has become a fashion attitude and way of life, more and more favored by people. Both offline physical stores and online electronics mall are trying to customize online. Therefore, how to develop online customization strategy and build core competitiveness has become the focus of attention of researchers and management practitioners. Researchers at home and abroad have found customization model for offline product customization. Subtraction) has significant differences in consumer customization results, a phenomenon known as the option Framework effect. However, their findings are based on offline product customization studies, and there is little scope for options frameworks for service customization. Compared with tangible products and offline customization, online information service customization has more experience, autonomy and uncertainty. Will online information service customization show the same result for consumers? Therefore, this study will take online customization of information services as the research object, and deeply discuss the relationship between customization mode and consumer customization purchase decision and its service attributes in the context of online information service customization. From the perspective of loss aversion theory, this study studies the effect of customization patterns on customization results in online information service customization context and its three boundary conditions: service importance. Number of service types and service options. In this study, through three role-situation simulation experiments, we found that in the context of online information service customization, there is an option framework effect in consumer customization decision: compared with the customization model based on additive option framework, Consumer selection of more service options and higher total service price under the customization model based on subtraction options framework) Service importance has a significant moderating effect on the relationship between customization model and customization results: unimportant Services are more likely to be selected in custom mode based on the subtraction options framework, However, important services are more likely to be selected in the custom mode based on the addition option framework.) the type of service has a significant moderating effect on the relationship between the customization pattern and the customization results: negative services are based on the subtraction option framework. Is more likely to be selected in custom mode, And active services are more likely to be selected in the custom mode based on the addition options framework (H3P4) in the context of online information service customization. The number of services (options) has a moderating effect on the relationship between the customization pattern and the result of customization (the effect of the options framework): in a framework with fewer options than an option framework with a large number of options, Consumer customization decision is influenced by the effect of option frame. Finally, the paper discusses the theoretical significance and practical value of this study.
【學(xué)位授予單位】：重慶郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F724.6

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本文編號：2007844