在线个性化产品定制意向研究——基于独特性需求和TPB视角

被引：13
|
作者：
甄杰 [1 ]
严建援 [2 ]
谢宗晓 [2 ]
机构：
[1] 重庆工商大学商务策划学院
[2] 不详
来源：
软科学 | 2017年 / 31卷 / 04期
关键词：
个性化产品定制; 独特性需求; 感知行为控制;
D O I：
10.13956/j.ss.1001-8409.2017.04.21
中图分类号：
F274 [企业供销管理];
学科分类号：
1201 ;
摘要：
基于独特性需求和TPB理论视角,构建了在线个性化产品定制意向的研究模型,并通过问卷调查收集数据,采用SPSS和AMOS软件进行了实证分析。研究结果表明:主观规范、行为态度与感知行为控制对个体消费者的在线个性化产品定制意向有显著正向影响;主观规范、感知行为控制和独特性需求通过行为态度对在线个性化产品定制意向产生间接影响;在影响个性化产品定制意向的多个变量中,主观规范的总体影响最为显著。
引用
收藏
页码：95 / 99
页数：5
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