Research On Dimension Construction Of Customer Perceived Value Based On Online Customization

With the popularization of network information technology, personalized and diversified consumer demands are increasing, "German Industry 4.0" and "Made in China 2025" proposed, online customization gradually become the necessary means for enterprises to obtain the competitive advantage. Online customization as a new consumption experience, in addition to functional value, what additional value can it bring to consumers, which is becoming the concerning focus of entrepreneurs and scholars.Domestic and foreign scholars hold different views on the dimensions of customer perceived value, and the research on the online customization context is still rare. As the only research in this area, Merle's research although is based on online customization context, but only studys the dimensions about customization, ignoring the value of online experience, besides it pays no attention to the knowledge value customers derive in the process of customization, and criterion validity of the scale has yet to be verified. In addition, previous studies in this area are conducted in the western context, due to the differences of culture, values, consumption habits and consumption environment between China and the western, previous research conclusions may not be applicable to Chinese context.Firstly, this study reviewed and discussed the related research about concept and dimensions of customer perceived value and online customization. Secondly, questionnaires and in-depth interviews were conducted on 132 consumers with online customization experience, and the content analysis method was used to analyze the text of the interview, and then combined with the results of literature review, the initial item library was formed. Thirdly, we used reverse classification, expert screening and small scope pre survey in turn to delete and modify items and constructed the initial scale. Fourthly, the study carried out 2 massive role-situation simulation experiments and collected 567 valid questionnaires, and then used reliability analysis, exploratory factor analysis, confirmatory factor analysis and validity analysis in the data analysis. The results of research show that customer perceived value in the context of online customization has a connotation struction of second-order dimension: product value, supported by four sub-dimensions of function value, symbolic value, results self realization value and unique value; process value, supported by four sub-dimensions of hedonic value, process self realization value, knowledge value and sensory value, which consists of 31 items.In addition, this study introduced purchase intention and ?WTP to validate criterion validity of the local scale. The research results provide the measurement basis for the following empirical research, and it also provides suggestions for the enterprise to develop the online customization strategy.