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自我建构视角下消费者对定制化产品购买意愿研究 被引量:2

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摘要 产品定制化是企业差异化战略的支撑点之一,消费者对定制化产品的购买意愿是决定该战略成功与否的重要因素。本文从消费者自我建构角度出发,研究不同自我建构类型的消费者在不同的价格下对定制化产品的购买意愿。结果表明,消费者自我建构类型与定制化产品购买意愿有显著的相关关系,并且商品价格对这一关系有调节作用。
出处 《商业时代》 北大核心 2012年第5期31-32,共2页 Commercial
基金 国家自然科学基金(项目编号:70972134)阶段性成果
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