个性还是理性?定制模式与产品信息描述类型的匹配效应研究  

Self⁃Expression Oriented or Function⁃Oriented:A Study of the Interaction Between Customization Modes and Product Information Description Types

作　　者：王永贵 高乐伟 WANG Yonggui;GAO Lewei

机构地区：[1]浙江工商大学工商管理学院,杭州310018 [2]首都经济贸易大学工商管理学院,北京100070

出　　处：《济南大学学报(社会科学版)》2025年第1期90-105,F0002,191,共18页Journal of University of Jinan:Social Science Edition

基　　金：国家自然科学基金重点项目“数字化背景下的企业定制化战略研究”(项目编号:72032004)。

摘　　要：定制化已经成为企业满足消费者多样化需求的关键手段,越来越多的企业开始运用不同的定制化模式为消费者提供个性化产品和服务。定制模式成为塑造品牌差异化竞争优势的重要途径,引领着企业的创新与发展。基于决策双系统理论,通过三个实验剖析了产品信息描述类型对不同定制模式有效性的影响及其影响机理。研究发现:定制模式与产品信息描述类型对消费者购买意愿具有显著的交互作用。研究结果显示,在进行自我表达定制时,使用与人相关描述效果要好于使用与物相关描述;与此相对,在进行功能导向定制时,使用与物相关描述效果要好于使用与人相关描述。同时,加工流畅性在上述交互作用中发挥着显著的部分中介效应。研究结论不仅推进了定制化的相关研究进展,而且也拓展了决策双系统理论在市场营销领域的应用,并为企业定制模式选择及其效果强化决策提供了重要的实践启示。Customization has emerged as a crucial strategy for businesses to cater to the varied needs of consumers,with an increasing number of companies adopting different customization modes to offer tailored products and services to their customers.This approach has become instrumental in shaping a brand's competitive advantage through differentiation and driving innovation and growth within organizations.The research reveals a notable interaction between customization modes and the type of product information description in influencing consumer purchase intentions.Specifically,when customization is aimed at self-expression,employing person-related descriptions proves more effective than object-related descriptions.Conversely,in scenarios where customization focuses on functionality,object-related descriptions outperform person-related ones.Additionally,the study discovers that processing fluency plays a significant partial mediating role in these interactions.These findings contribute to the advancement of customization research and expand the application of dual-system decision-making theory in the field of marketing.Moreover,they offer valuable practical guidance for companies in selecting appropriate customization modes and enhancing the effectiveness of their decision-making processes.

关 键 词：定制模式 自我表达定制 功能导向定制 产品信息描述 加工流畅性 

分 类 号：F270[经济管理—企业管理]