Empirical Study Of Influence Factors On Consumer's Customization Intention

As a new mode of production, mass customization has been applied and promoted in more and more industries. Practice has proved that it can effectively meet the individual needs of consumers, improve the competitive advantage of enterprises and promote the development of social productive forces. Customization has become a research focus in production and operation management and marketing management. However, previous studies showed that most of them are from the company's production and marketing perspectives to study the effectiveness of customization strategy, but neglect the consumer's role and feeling in the process. Considering business's customization strategy from consumer's perspective can broaden the research field of vision, so that the enterprises' production activities can closely linked to the consumers' demands, and ultimately realized a win-win situation for consumers and businesses. Based on this consideration, this paper will explore what kinds of factors influence consumer's motivation when they are choosing customized products and services, and their direction and extent.By reviewing the existing literature, this paper extracted some major factors that influence consumers' customization intention, and classified them as three types: subject, object and decision-making background. The case study is based on empirical analysis of the tourism industry, so construct the theoretical model and made specific research hypotheses of this paper after several deep talks with the employees of the tourism industry. And then obtained a large number of first-hand information by questionnaire. To testing the validity of the model and the original hypotheses, this paper did the statistical analysis by SPSS 17.0.The empirical results indicated that in the tourism industry, the main factors of the subject aspect that influence consumers' customization intention are their emotion attitude and cognition attitude, subjective norm have an impact on it. The objective factors are cost performance, the type of interface and pattern. There are significant differences among the different customization interfaces such as webpage, telephone and face to face with marketing staff. Among the patterns of addition-selected, subtraction-elected, bundled and arbitrary pieced, the most favorite one of the consumers is arbitrary pieced, then addition-selected, and the last one is subtraction-elected. Factors of decision-making background aspect are economic resources, information resources and preferred state of the consumers'. The information resources including the consumers' consumption experiences and information that the consumers obtained from direct communication with enterprises. Also, the consumption experience can be someone's own or others shared. What's more, consumers' motivation to comply and perceived behavioral control have no significant inflation on their customization intention.To considering the effectiveness of customization strategy from consumers' perspective by combine intention with mass customization has ground-breaking significance. It broadens the study of mass customization ideas; enriches the content of consumer behavior research. The results of empirical analysis can provide some guidance for tourism businesses. Theoretical model of this article can be referenced by other industries.