消费者对个性化定制产品的接受意愿研究——基于风险视角

Research on Consumers' Willingness to Accept Customized Products——From the Perspective of Risks

近年来,为消费者提供个性化产品的定制模式受到很多商家青睐,而定制成功的关键在于了解消费者的想法与决策。本文从消费者行为决策的"认知—情感—行为"逻辑出发,探讨不同的感知定制风险如何通过预期后悔的消极情感,影响消费者对个性化定制产品的接受意愿,同时探讨消费者定制产品知识水平的调节作用。研究内容不仅拓展和丰富了基于消费者视角的个性化定制研究,结论对于企业的定制实践也具有一定的现实指导意义。

In recent years,the customization to provide consumers with personalized product has been favored by many companies, and the key to the success of customization is to understand the consumers＇ ideas and decisions. This article follows the consumers, behavior decision logic of “ cognition-emotion-behavior”,and attempts to explore how different perceived customization risks will affect consumers5 willingness to accept customized products through the negative emo-tion of anticipating regret. Meanwhile,it discusses the moderating effect of knowledge level of consumers＊ customized products. The research content not only expands and enriches the researches on customization from the perspective of consumers, but also has some practical significance for the customization business.