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近年来在互联网等新技术的推动下,定制化战略开始在众多行业迅速普及,越来越多的国内企业也加入到定制化行列当中。在这一背景下,关于定制化的研究也日益受到学界的关注。本文围绕产品定制化购买情境下的消费者决策问题,对国内外相关研究进行了系统回顾;重点针对定制化决策任务的特征,消费者的参考点依赖与损失厌恶对产品定制决策的影响,消费者目标及动态自我调整在产品定制过程中的作用等问题梳理了相关研究成果;在此基础上归纳了以往研究的不足,并为开展这一主题的后续研究指出了方向。
In recent years, driven by new technologies such as the Internet, customized strategies have begun to spread rapidly in many industries, and more and more domestic enterprises have also joined the ranks of customization. In this context, the customization research is also increasingly concerned by the academic community. This paper focuses on the characteristics of customized decision-making tasks, the impact of consumer’s reference point dependence and loss aversion on product customization decisions, consumer spending Objective and dynamic self-adjustment in the process of product customization and other issues combing the relevant research results; on this basis, the lack of previous studies are summarized, and pointed out the direction for the follow-up study on this topic.