在线信息服务定制情境下的选项框架效应研究

发布时间：2018-06-12 02:23

本文选题：在线服务定制 + 选项框架效应　；参考：《重庆邮电大学》2015年硕士论文

【摘要】：随着人们物质和精神生活水平的提高，个性化和多样化需求日益增加。个性化定制已成为一种时尚生活态度和方式，越来越受到人们的青睐。无论是线下实体店还是线上电子商城都在尝试在线定制。那么，企业如何开展在线定制战略，构建核心竞争力已成为研究者和管理实践者共同关注的重点问题。国内外研究者对线下产品定制研究发现定制模式(加法vs.减法)对消费者定制结果具有显著的差异，这种现象被称为选项框架效应。然而，他们的发现基于线下产品定制研究获得的，对服务定制的选项框架领域鲜有涉及。而与有形的产品和线下的定制相比，，在线信息服务定制具有更强的体验性、自主性与不确定性，对消费者而言，在线信息服务定制是否会呈现出同样的结果？因此，本研究将以信息服务在线定制为研究对象，深入探讨在线信息服务定制情境下定制模式与消费者定制购买决策的关系及其服务属性、服务类型及服务选项数量的调节作用机制。本研究从损失厌恶理论的视角出发，研究在线信息服务定制情境下定制模式对定制结果的影响及其三个边界条件：服务重要性、服务类型和服务选项数量。本研究通过三项角色-情境模拟实验研究发现：(1)在线信息服务定制情境下，消费者定制决策存在选项框架效应：与基于加法选项框架的定制模式相比，消费者在基于减法选项框架的定制模式下选择更多的服务选项数量与更高的服务总价(H1)；(2)服务重要性对定制模式与定制结果的关系具有显著的调节作用：不重要的服务在基于减法选项框架的定制模式下更有可能被选择，而重要的服务在基于加法选项框架的定制模式下更有可能被选择(H2)。(3)服务类型对定制模式与定制结果的关系具有显著的调节作用：消极的服务在基于减法选项框架的定制模式下更有可能被选择，而积极的服务在基于加法选项框架的定制模式下更有可能被选择(H3)。(4)在线信息服务定制情境下，服务（选项）数量对定制模式与定制结果的关系（选项框架效应）具有调节作用：与选项数量多的选项框架相比，在选项数量少的选项框架下，消费者的定制决策受到选项框架效应的影响程度降低(H4)。最后，文章讨论了本研究的理论意义与实践价值。
[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.
【学位授予单位】：重庆邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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