Study On The Effects Of Personlity Traits And Website Characteristics On Consumers’Purchase Intention In Online Customization

With the growth of personalized consumption and the popularity of the Internet, more and more online companies try to gain customer loyalty and build competitive advantage by providing customized products. However, the process of purchasing online customized products is very complex, which is influenced by multiple factors. So this needs for more theoretical research and attention. In the perspective of consumers, the study probes the effects of personality traits and website characteristics on purchase intention in online customization.On the basis of the theory of planned behavior, the theory of rational behavior and rational decision-making theory, author started the research from both perceived risk and perceived benefits. Also author introduced two special personality psychological variables, which includes "Consumers’Need for Uniqueness" and "Centrality of Visual Product Aesthetics", to do research with the current literature review. Author collects data by survey questionnaire and uses structural equation modeling to test the model. The main conclusions of the study include the following two parts:(1) The results show that consumers’ need for uniqueness and centrality of visual product aesthetics have a significant positive impact on the perceived benefits, thus increasing willingness to buy online customization; Also centrality of visual product aesthetics has a significant negative impact on perception of risk, which reduces willingness to buy online customization. Meanwhile consumers’need for uniqueness has no significant impact on perceived risk in online customization.(2) The results show that website characteristics, which include knowledge, interactivity, entertainment and security, have a significant positive impact on the perceived benefits, thus increasing willingness to buy online customization; Also knowledge and security has a significant negative impact on perception of risk, which reduces willingness to buy online customization. Meanwhile interactivity and entertainment has no significant impact on perceived risk in online customization.Finally, on the basis of empirical research, author made a number of marketing and management recommendations for online customization businesses. And enterprises was expected to focus on the personality traits and use precise marketing strategy in different sub-groups, while increasing the perceived benefits and reducing perceived risk, and ultimately they will win the trust of consumers for customized products or services online.