线上个性化定制中的数字化助推对用户满意度的影响  

The Effects of Digital Nudging on User Satisfaction in Online Customization

作　　者：路守望 王刊良[1] Lu Shouwang;Wang Kanliang(Business School,Renmin University of China)

机构地区：[1]中国人民大学商学院

出　　处：《南开管理评论》2022年第4期120-130,I0024,I0025,共13页Nankai Business Review

基　　金：国家自然科学基金项目(71331007、72171228);中国人民大学2021年度拔尖创新人才培育资助计划资助。

摘　　要：作为一种影响用户态度和行为的新兴技术手段,数字化助推正在为越来越多的定制厂商所使用,但其对用户感知和态度的影响仍未可知。基于价值共创理论和用户产品知识的相关研究,本文探讨了线上个性化定制系统中的数字化助推设计对不同产品知识水平用户定制过程满意度的影响。以电脑和跑鞋定制为背景的四个实验研究发现,数字化助推可以通过降低新手用户在定制过程中的设计努力提升其满意度;而对于专家用户,则会降低其定制自主设计的成就感,进而降低其满意度。此外,不同类型数字化助推(内隐型vs.外显型)的影响效果也存在差异。本研究拓展了对用户定制满意度影响因素和数字化助推影响边界的认识,可以为定制厂商优化定制系统设计提供指导。In order to meet different preferences and unique needs of users,many customization manufacturers have established their own online customization systems(OCS).By providing a large selection of attributes,users can freely configure products according to their own preferences.However,the traditional OCS needs to consume a lot of time and energy of users,and the products designed cannot satisfy all users.How to optimize the design of OCS to improve user satisfaction has become an important issue that customization manufacturers are very concerned about.In practice,customization manufacturers,such as Dell and Lenovo,have begun to apply digital nudging in their OCS.Digital nudging refers to the technology that encourages users to make specific choices by modifying the content and their presentation formats in the user interface.Research shows that digital nudging can change users’choice behavior,and prompt users to choose more options that merchants expect them to accept.However,whether the application of digital nudging will have an impact on users’perception and attitude in the customization process is of great concern to customization manufacturers.Unfortunately,existing research on user satisfaction focuses on factors such as customization support strategies,customized information presentation formats,and customization website/community information input,and fails to provide a clear answer to the impact of this new type of persuasive technology.According to previous research,the application of digital nudging may have positive and negative effects.On the one hand,nudging user choices can help users reduce the difficulty of decision-making and reduce their time and energy spent in the decision-making process.On the other hand,as a value co-creation process in which users interact with customization manufacturers,the customization process can provide users with experience value,such as sense of accomplishment and unique expression.The application of digital nudging may undermine users’access to these values.Th

关 键 词：个性化定制系统设计 数字化助推 定制过程满意度 产品知识 用户实验 

分 类 号：F724.6[经济管理—产业经济] F274F426