顧客對客製化網路商店之反應研究—客製化、內外部線索與產品類別之互動關係

Abstract

本論文針對消費者對網路客製化商店的態度進行研究，以客製化、產品類別、內外部線索三者間的交互作用，來探討如何以支援資訊幫助消費者在網路環境下進行客製化過程。

The idea of mass customization is a promising strategy for companies tailoring their products to suit consumer needs and wants. In a huge amount of literature, the use of internet technology has been discussed as a popular approach for mass customization put into practice. Yet how consumers respond to web-based customization process is not well understood. Hence, this study investigates consumers’ responses toward customized products in different product categories with decision-supportive cues provided. The results showed that for search products consumers tended to respond more favorably when intrinsic cues are provided than when extrinsic cues are provided. On the other hand, for experience products, customers tend to respond more favorably when they are provided with extrinsic cues. The understanding of how supportive cues affect consumers’ responses will be the key for companies designing customization websites.