消費者參與客製化過程以及提供範例對產品滿意度的影響

Abstract

大量客製化可以被廣泛的定義為一個可以讓消費者共同參與設計產品的過程，消費者可以透過這個過程讓產品本身或是公司提供的服務，更符合他們的需求。在這個以消費者為中心的經濟社會裡，消費者越來越想要有機會可以自己設計自己想要的產品。本篇研究旨在探討顧客參與設計對產品滿意度的影響，並研究在顧客知覺到不同的客製化難易度下，滿意度的變化情形。結果指出提供一個簡單的設計範例給顧客—顧客感受到較容易進行客製化—較能夠有效的增加顧客滿意度；另外，客製化產品符合顧客自我概念的程度，也在顧客參與和產品滿意度的關係中扮演的中介的角色。

Mass customization is broadly defined as “a customer co-design process of products and services which meet the needs of each individual customer with regard to certain product features.” In this consumer-centric economy, more and more consumers desire the opportunity to design their own product. This study investigated the effects of customer participation on satisfaction and the moderating effect of examples provided in co-design. The results showed that the effect of customer participation is contingent upon whether the example provided is easy or hard to achieve. Customer participation can yield the highest level of customer satisfaction while an example is provided in the co-design process than when no example or difficult example is provided. The author also examined the mediation effect of self-congruity on the relationship between customer participation and satisfaction.