本文關(guān)鍵詞： 在線定制 顧客感知價(jià)值 維度構(gòu)建 量表開(kāi)發(fā) 實(shí)證研究　出處：《重慶郵電大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著網(wǎng)絡(luò)信息技術(shù)的不斷普及,在線定制逐步成為世界各國(guó)智能制造諸如“德國(guó)工業(yè)4.0”和“中國(guó)制造2025”等國(guó)家重大戰(zhàn)略實(shí)施的重要手段,不僅能更好地滿足消費(fèi)者個(gè)性化和多樣化的需求,還有助于企業(yè)獲得競(jìng)爭(zhēng)優(yōu)勢(shì)。那么,消費(fèi)者在在線定制體驗(yàn)活動(dòng)中,究竟獲得了哪些價(jià)值呢?如何界定和測(cè)量這些價(jià)值呢?這一系列問(wèn)題,正成為研究者和管理者共同迫切解決的重要研究問(wèn)題。國(guó)內(nèi)外學(xué)者對(duì)顧客感知價(jià)值的構(gòu)成維度看法不一,且專門針對(duì)在線定制情境的研究尚不多見(jiàn)。Merle作為僅有的研究這方面的學(xué)者,其研究雖然是基于在線定制情境,但僅僅探討了與定制相關(guān)的維度,忽略了在線的體驗(yàn)價(jià)值,并且也沒(méi)關(guān)注消費(fèi)者在定制過(guò)程中所獲得的知識(shí)性價(jià)值,其開(kāi)發(fā)出的量表的效標(biāo)效度也有待驗(yàn)證。此外,前人的研究多是基于西方情境,由于中西方文化、價(jià)值觀、消費(fèi)習(xí)慣和消費(fèi)環(huán)境等存在的差異,其研究結(jié)論未必適用于中國(guó)情境。本研究首先對(duì)顧客感知價(jià)值的概念、構(gòu)成維度以及在線定制的相關(guān)文獻(xiàn)進(jìn)行了回顧和梳理,并對(duì)132名有在線定制體驗(yàn)的消費(fèi)者進(jìn)行了問(wèn)卷訪談和深度訪談,采用內(nèi)容分析法對(duì)訪談文本進(jìn)行整理分析,結(jié)合文獻(xiàn)梳理結(jié)果,形成了初始題項(xiàng)庫(kù)。依次采用反向歸類、專家甄別和小范圍預(yù)調(diào)研對(duì)題項(xiàng)進(jìn)行刪除和修改,構(gòu)建了初始量表。然后,進(jìn)行了2次大范圍角色-情境模擬實(shí)驗(yàn),收集567份有效問(wèn)卷,采用信度分析、探索性因子分析、驗(yàn)證性因子分析和效度分析,對(duì)量表進(jìn)行了修正以及量表的結(jié)構(gòu)、信度和效度的檢驗(yàn),最終提出了在線定制情境下顧客感知價(jià)值二階維度結(jié)構(gòu)模型,即結(jié)果感知價(jià)值,包括功能性價(jià)值、結(jié)果性自我實(shí)現(xiàn)價(jià)值、象征性價(jià)值、獨(dú)特性價(jià)值4個(gè)子維度;過(guò)程感知價(jià)值,由享樂(lè)性價(jià)值、過(guò)程性自我實(shí)現(xiàn)價(jià)值、知識(shí)性價(jià)值、感官性價(jià)值4個(gè)子維度構(gòu)成,共計(jì)31個(gè)題項(xiàng)。另外,本研究引入了購(gòu)買意愿和溢價(jià)支付意愿兩個(gè)變量,進(jìn)行了實(shí)驗(yàn)三,收集有效問(wèn)卷321份,對(duì)本土化量表的效標(biāo)效度進(jìn)行了驗(yàn)證。研究結(jié)果為后續(xù)的實(shí)證研究提供了測(cè)量基礎(chǔ),同時(shí)也為企業(yè)制定在線定制策略提供了建議。
[Abstract]:With the continuous popularization of network information technology, online customization has gradually become an important means of intelligent manufacturing such as "German industry 4.0" and "made in China 2025" in the world. Not only can it better meet the individual and diversified needs of consumers, but also help enterprises to gain a competitive advantage. So, what value has consumers gained in the online customization experience? How do you define and measure these values? This series of problems is becoming an important research problem that researchers and managers urgently solve together. Scholars at home and abroad have different views on the component dimension of customer perceived value. And the research on online customization situation is still rare. Merle is the only scholar in this field. Although the research is based on online customization situation, it only discusses the dimensions related to customization. Ignored the online experience value, and did not pay attention to the consumer in the process of customization acquired by the knowledge-based value, its developed scale validity also needs to be verified. Previous studies are mostly based on the Western context, due to the differences in Chinese and Western culture, values, consumption habits and consumption environment. The conclusions of this study may not be applicable to Chinese context. Firstly, this study reviews the concept of customer perceived value, the dimensions of customer perception, and relevant literature on online customization. And 132 consumers with online custom-made experience were interviewed by questionnaire and in-depth interviews. The text of the interview was analyzed by content analysis method, and the results were combed with literature. The initial item bank was formed. In turn, reverse categorization, expert discrimination and small scale pre-survey were used to delete and modify the item, and the initial scale was constructed. Then, two large-scale role-situation simulation experiments were carried out. 567 valid questionnaires were collected. Reliability analysis, exploratory factor analysis, confirmatory factor analysis and validity analysis were used to revise the scale and test the structure, reliability and validity of the scale. Finally, the second dimensional structure model of customer perceived value in online customization is put forward, that is, result perceived value, including functional value, resultant self-realization value, symbolic value and unique value. Process perceived value consists of four sub-dimensions: hedonic value, process self-realization value, knowledge value and sensory value, with a total of 31 items. This study introduced two variables of willingness to buy and willingness to pay at a premium. The third experiment was conducted and 321 valid questionnaires were collected. The validity of the localization scale is verified. The results provide a measurement basis for further empirical research and suggestions for enterprises to formulate online customization strategies.
【學(xué)位授予單位】：重慶郵電大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274

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