本文關(guān)鍵詞：消費者個性特質(zhì)與網(wǎng)站特性對在線定制購買意愿的影響研究　出處：《浙江工商大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 在線定制 獨特性需求 視覺美感中心性 網(wǎng)站特性 購買意愿

【摘要】：隨著消費個性化水平的提高和互聯(lián)網(wǎng)技術(shù)的不斷普及,越來越多的企業(yè)通過提供在線定制產(chǎn)品或服務(wù)來實現(xiàn)顧客忠誠并取得競爭優(yōu)勢。然而在線定制購買是復(fù)雜的行為過程,受多重因素的影響,亟待更多的理論研究與關(guān)注。本研究從消費者的視角,研究個性特質(zhì)與網(wǎng)站特性對在線定制購買意愿的影響。 在理性行為理論及感知收益和感知風(fēng)險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)險兩個方面對在線定制的購買意愿進(jìn)行研究,其中引入了“獨特性需求”和“視覺美感中心性”兩個個性特質(zhì)心理變量,通過調(diào)研問卷收集數(shù)據(jù),并運用結(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)消費者個性特質(zhì)包括獨特性需求、視覺美感中心性,兩者對在線定制購買感知利益均存在顯著正向影響,進(jìn)而增加在線定制購買意愿；同時,視覺美感中心性還對在線定制購買感知風(fēng)險有著顯著的負(fù)向影響,并通過感知風(fēng)險降低在線定制購買意愿；其中,獨特性需求對在線定制感知風(fēng)險則沒有顯著的影響。 (2)網(wǎng)站特性包括知識性、互動性、娛樂性、安全性,這四個維度對在線定制購買感知利益均存在顯著正向影響,進(jìn)而增加在線定制購買意愿；同時,知識性、安全性對在線定制購買感知風(fēng)險有著顯著的負(fù)向影響,并通過感知風(fēng)險降低在線定制購買意愿；其中,互動性和娛樂性對在線定制感知風(fēng)險則沒有顯著的影響。 最后,本文在實證分析的基礎(chǔ)上,針對在線定制商家提出若干營銷管理建議,以期企業(yè)能夠針對不同個性特質(zhì)的細(xì)分群體采用精確的營銷策略,并注重網(wǎng)站特性,同時增加感知利益、降低感知風(fēng)險,最終贏得消費者對在線定制產(chǎn)品或服務(wù)的信賴。
[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)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F713.55

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