基于社会交换与价值理论的顾客定制动机研究

Client motivation research basing on social exchange and value theory

与厂商定制成本一样,顾客定制动机也是厂商成功实施大量定制的重要影响因素。然而现有的大多文献只从某些方面对顾客定制动机进行阐述。本文基于霍曼斯社会交换理论与顾客感知价值理论,结合当前定制管理的研究成果,提出了顾客定制动机理论方程。之后深入分析了牺牲缺口与顾客敏感程度,并在此基础上绘制出顾客定制动机曲线。

Customer customization motives are also t he critical factor of successfully achieving mass customization as well as company customization costs. Most of papers only are involve customer customization motives in some directions. According to Homan＇s social exchange theory and customer value theory, this article raises the function of customer customization motives, into which the research＇s outcome of customization management are integrated at present. Based on the deep analysis of sacrifice gap and customer sensitivity this article drafts the curve of customer customization motives.