在线定制情境下顾客感知价值结构维度构建

发布时间：2018-01-28 11:20

本文关键词： 在线定制顾客感知价值维度构建量表开发实证研究　出处：《重庆邮电大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着网络信息技术的不断普及,在线定制逐步成为世界各国智能制造诸如“德国工业4.0”和“中国制造2025”等国家重大战略实施的重要手段,不仅能更好地满足消费者个性化和多样化的需求,还有助于企业获得竞争优势。那么,消费者在在线定制体验活动中,究竟获得了哪些价值呢?如何界定和测量这些价值呢?这一系列问题,正成为研究者和管理者共同迫切解决的重要研究问题。国内外学者对顾客感知价值的构成维度看法不一,且专门针对在线定制情境的研究尚不多见。Merle作为仅有的研究这方面的学者,其研究虽然是基于在线定制情境,但仅仅探讨了与定制相关的维度,忽略了在线的体验价值,并且也没关注消费者在定制过程中所获得的知识性价值,其开发出的量表的效标效度也有待验证。此外,前人的研究多是基于西方情境,由于中西方文化、价值观、消费习惯和消费环境等存在的差异,其研究结论未必适用于中国情境。本研究首先对顾客感知价值的概念、构成维度以及在线定制的相关文献进行了回顾和梳理,并对132名有在线定制体验的消费者进行了问卷访谈和深度访谈,采用内容分析法对访谈文本进行整理分析,结合文献梳理结果,形成了初始题项库。依次采用反向归类、专家甄别和小范围预调研对题项进行删除和修改,构建了初始量表。然后,进行了2次大范围角色-情境模拟实验,收集567份有效问卷,采用信度分析、探索性因子分析、验证性因子分析和效度分析,对量表进行了修正以及量表的结构、信度和效度的检验,最终提出了在线定制情境下顾客感知价值二阶维度结构模型,即结果感知价值,包括功能性价值、结果性自我实现价值、象征性价值、独特性价值4个子维度;过程感知价值,由享乐性价值、过程性自我实现价值、知识性价值、感官性价值4个子维度构成,共计31个题项。另外,本研究引入了购买意愿和溢价支付意愿两个变量,进行了实验三,收集有效问卷321份,对本土化量表的效标效度进行了验证。研究结果为后续的实证研究提供了测量基础,同时也为企业制定在线定制策略提供了建议。
[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.
【学位授予单位】：重庆邮电大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

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