消费者个性特质与网站特性对在线定制购买意愿的影响研究

发布时间：2018-01-04 08:17

本文关键词：消费者个性特质与网站特性对在线定制购买意愿的影响研究　出处：《浙江工商大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着消费个性化水平的提高和互联网技术的不断普及,越来越多的企业通过提供在线定制产品或服务来实现顾客忠诚并取得竞争优势。然而在线定制购买是复杂的行为过程,受多重因素的影响,亟待更多的理论研究与关注。本研究从消费者的视角,研究个性特质与网站特性对在线定制购买意愿的影响。在理性行为理论及感知收益和感知风险综合理论框架的基础上,本文基于目前的研究现状从感知利益、感知风险两个方面对在线定制的购买意愿进行研究,其中引入了“独特性需求”和“视觉美感中心性”两个个性特质心理变量,通过调研问卷收集数据,并运用结构方程模型进行分析,研究结论主要包括以下两部分： (1)消费者个性特质包括独特性需求、视觉美感中心性,两者对在线定制购买感知利益均存在显著正向影响,进而增加在线定制购买意愿；同时,视觉美感中心性还对在线定制购买感知风险有着显著的负向影响,并通过感知风险降低在线定制购买意愿；其中,独特性需求对在线定制感知风险则没有显著的影响。 (2)网站特性包括知识性、互动性、娱乐性、安全性,这四个维度对在线定制购买感知利益均存在显著正向影响,进而增加在线定制购买意愿；同时,知识性、安全性对在线定制购买感知风险有着显著的负向影响,并通过感知风险降低在线定制购买意愿；其中,互动性和娱乐性对在线定制感知风险则没有显著的影响。最后,本文在实证分析的基础上,针对在线定制商家提出若干营销管理建议,以期企业能够针对不同个性特质的细分群体采用精确的营销策略,并注重网站特性,同时增加感知利益、降低感知风险,最终赢得消费者对在线定制产品或服务的信赖。
[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.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.55

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