Research On User's Intention To Accept Enterprise Personalized Customization

China's realization of the "Internet+" strategy aims to personalize businesses as"Internet+" and to make the coordinated development of manufacturing sectors as an important platform,including manufacturing clothing,home appliances,furniture,and other industries.Nowadays,consumers are no longer in a market environment where products are scarce,and supplies are insufficient.Most consumers can choose to shop,and they are faced with a variety of products.A large number of exquisite and diversified products have largely satisfied the needs of consumers.After the material appeals are continuously satisfied,consumers are gradually dissatisfied with the large-scale single consumption status,and have a higher pursuit on the spiritual level of the expression of personality tendencies and self-consciousness different from others.According to Maslow's needs theory,when the basic needs of consumers are met,their higher and unmet needs will dominate.In the era of Internet economy,the development of new generation information technology marked by mobile internet,big data,cloud computing and Internet of things not only provides technical support for enterprises to gather personalized needs,but also provides technical environment for enterprises to carry out new business.Many enterprises have realized the importance of personalized customization,and are actively developing personalized customization business with enterprise brand characteristics.For example,Audi's"customize your Audi";Shangpin's "personalized customized home";Hanbang's"luxurious customization";Yagor's "intelligent body,machine tailoring" and so on.Therefore,it is of great significance for the development of modern enterprises to carry out the research on personalized customization mode.However,if enterprises want to successfully carry out personalized customization model,they must understand the following issues:Does the user accept the personalized customization business carried out by the enterprise?What factors will afect their acceptance of personalized customization?What aspects can enterprises start with to encourage the public to actively participate in the enterprise personalized customization model?Although scholars generally recognize that personalized customization is of great significance to enterprises,the current academic research on personalized customization lags behind the practice of enterprises,and most of the research on personalized customization is management review.Specifically,it focuses on the conceptual elaboration of personalized customization,the research and analysis of personalized customization in specific industries,the challenges in production scheduling of personalized customization,and the impact of personalized customization on consumers.At present,few scholars have empirically explored the users' intention to personalize customization and the factors that affect users'acceptance of enterprise personalized customization.In this context,this paper focuses on user acceptance intention for enterprise personalized customization.The purpose is to answer the questions" What factors influence users' intention to participate in personalized customization?And From what aspects can enterprises better develop personalized customization model?"Through literature research,we can see that the technology acceptance model is not only applicable to the acceptance intention research of information systems in various industries,but also applied to other fields,such as search engine,online banking,education,online shopping and so on.Many scholars' research shows that the technology acceptance model has strong applicability in the field of individual acceptance intention to new things.Therefore,this paper will select the technology acceptance model as the main model,and combine the characteristics of personalized customization to study the user's acceptance intention for enterprise personalized customization,and use SPSS to make an empirical analysis of the questionnaire data from the Internet.Finally,according to the validation results,we know that perceived usefulness,perceived ease of use,trust and personal innovation have a positive impact on attitudes,and attitudes and perceived usefulness have a mediating effect.At present,most of the academic research on enterprise personalized customization is management review.Few scholars study personalized customization from the perspective of user acceptance intention.This study studies the user's intention to accept personalized customization.On the one hand,it enriches the research of personalized customization,on the other hand,it broadens the scope of application of technology acceptance model.From a practical point of view,this study combines the classical research methods with the practical application of the emerging business model,and provide the strategy suggestions for the enterprise to develop the personalized customization mode,so that enterprises can better understand the personalized customization model and better carry out personalized customization business.