在线个性化定制系统的设计特性对消费者定制行为的影响研究

项目名称： 在线个性化定制系统的设计特性对消费者定制行为的影响研究

项目编号： No.71331007

项目类型： 重点项目

立项/批准年度： 2014

项目学科： 管理科学

项目作者： 王刊良

作者单位： 中国人民大学

项目金额： 215.2万元

中文摘要： 互联网的普及应用和大规模定制技术的不断完善，催生了在线个性化定制系统(OCS)的广泛应用。对OCS设计特色、商品类型与消费者感知以及情境因素对消费者在线个性化定制行为的影响开展了不少研究，但尚未考虑近些年新出现的一些设计特性例如社交网络和价值共创，在文化和情境因素方面缺乏系统的探索，这些因素对OCS的设计和应用非常重要。本项目旨在系统探索OCS的设计特性对消费者对在线个性化定制过程和最终定制产品的感知、态度、意图以及相关行为的影响，同时考虑了商品类型和特征、消费者类型和特征，以及文化和情境因素在上述关系中的调节作用。本项目的成果将会丰富在线个性化定制环境下的人机交互行为以及在线消费者行为领域的相关理论和文献，同时可以指导不同类型商品的OCS的设计(对于系统开发者)、OCS的配置和呈现方式，更好地引导消费者参与在线个性化定制，并增强消费者对在线个性化定制过程的体验(对于系统采纳者)。

中文关键词： 在线个性化定制系统;设计特性;消费者行为;人机交互;

英文摘要： The rapid spread of the Internet and continuous improvements of mass customization technologies have greatly advanced the applications of online customization systems across various industries. While many facets of the impacts of online customization systems, product types and consumers’ perceptions, and contextual factors on consumers’ online customization perception, attitude, intention, and behavior have been explored by prior literature, there still exists a big gap to be investigated such as new emerging design features like social networks and value co-creations, cultural and contextual factors which are the keys to the design and applications of online customization systems. The project aims to systematically investigate the impacts of features of online customization systems on consumers’ customization perception, attitude, intention, and behaviors. The moderating effects of product types, consumer characteristics, cultural and contextual variables on the above relationships will also be explored. The findings of the project will help us enrich the theories related to human-computer interactions and online consumer behaviors, provide implications and guidance for system developers on the design of features of online customization systems for different types of products, and provide implications and guidance for system adopters to configure and present options for different products, consumers, and cultural contexts, in order to nudge consumers’ involvement of online customization process and enhance consumers’ experiences of online customization processes.

英文关键词： online customization system;features;consumer behavior;human-computer interactions