需要个性化:一个开放的创新视角对定制产品的案例
Stephen Randell M Padual1, Ardvin Kester S Ong2, Josephine D German1
1School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines.
Acta psychologica
|August 25, 2024
概括
消费者对个性化的需求是购买定制产品的主要驱动力. 这一发现基于修改的计划行为理论,强调了个性化在现代营销策略中的重要性.
科学领域:
- 消费者行为 消费者行为
- 营销策略 营销策略
背景情况:
- 大规模定制将营销转向以客户为中心的方法.
- 消费者个性化和企业创新是显而易见的,但没有完全分析.
- 关于促进定制产品购买的有限文献存在.
研究的目的:
- 确定影响购买定制产品的意图的因素.
- 分析个性化需求,动机和营销组合对购买意向的影响.
- 测试一个修改的计划行为理论框架.
主要方法:
- 对311名参与者进行调查,他们之前购买过定制产品.
- 在线调查问卷与有目的的抽样.
- 使用SPSS AMOS v25进行结构方程建模 (SEM).
主要成果:
- 个性化需求对购买意图的影响最大.
- 个性化显著影响态度和感知到的行为控制.
- 营销组合和客户感知价值也影响购买意图.
结论:
- 对个性化的需求是推动定制产品购买的关键.
- 零售品牌管理可以利用这些见解来改善业务.
- 开发的框架为消费者行为研究做出了贡献.
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