- 期刊
- OpenAccess
探討網站自我客製化程度與商品價值對購買意願之影響－以專業素養為調節變項
The Influence of Website 's Self-Customization and Product Value on Purchase Intention: Professional Capabilities as Moderators
摘要
隨著網際網路與Web2.0技術的發展，消費者可依自己的獨特需求進行商品設計的「自我客製化」經營模式正悄然興起，此種可設計出獨特風格、符合消費者的需求模式正快速擴展中。本研究認為因運用自我客製化網站必須由消費者自行選擇與設計商品，消費者的專業素養概念在此一經營模式中應是重要且不可欠缺的一環。因此，本研究以Uniqlo客製化網站為例進行問卷調查，研究結果確認出網站所提供的獨特性、設計自由度與產品多元性對商品價值都有正向的影響，商品價值也正向影響購買意願；此外，商品價值在產品多元性與設計自由度對購買意願的影響中扮演完全中介的角色；最後，消費者的專業素養若愈高，將更能發揮該網站之設計自由度特性，進而創造出更高的商品價值。
並列摘要
With the development of the Internet and Web 2.0 technologies, through the mechanism set by on the self-customization website, the business model that the consumers could design the unique products with higher product value according to their own unique needs is emerging. And the demand model that the consumers could design the specific and unique products according to their preference is rapidly expanding. This study addresses that consumers should possess some certain level of professional capabilities. These include computer abilities and aesthetic perception ability. It not only could lead the consumers to create their unique value, but could also increase their purchase intention. In this study, an example of customized websites established by Uniqlo is presented and analyzed via the questionnaire survey. The results of this study confirmed that the characteristics of the self-customization website including uniqueness, design freedom and products diversification have a positive impact on product value. And product value also has a positive impact on purchase intention. This evidence suggests that the product value plays a complete intermediary role in the relation between the characteristics ＂design freedom and products diversification＂ and purchase intention. Finally, the results show that high professional capabilities positively moderate the effect of design freedom on product value.