Research On The Influence Of Online Personalized Customization On Consumers’ Purchase Intention Under The Background Of Digital Economy

In the current digital economy era,people’s living standards are constantly improving,and the demand for personalized and customized products is also growing,instead of being satisfied with buying the same standardized products.In this regard,customization enterprises pay more and more attention to the development of online personalized customization,and try to provide appropriate customization methods and services to meet the needs of consumers,thus enhancing their core competitiveness.Then,how to better obtain consumers’ demand for online personalized customization,improve their purchase intention and what factors affect consumers’ willingness to purchase online personalized products are very important for customization enterprises.Therefore,it is necessary to explore the impact of online personalized customization on consumers’ purchase intention and its mechanism.First of all,this paper defines the concept of online personalized customization and other variables by reviewing and combing the relevant literature of online personalized customization,perceived value,perceived risk,purchase intention,product category and customization experience variables,based on the research of existing scholars.Then,combined with S-O-R theory and perceived value theory,the research hypothesis is proposed,in which perceived value and perceived risk are intermediary variables,and product category and customization experience are regulatory variables.The mechanism model of online personalized customization and two different customization methods(function customization and appearance customization)on consumers’ purchase intention is further constructed.Finally,the scenario experiment method was used for inter group experiment analysis,and the questionnaire was distributed through the data viewing platform.Based on 275 valid data,the empirical analysis was carried out to verify the proposed research hypothesis.The research results show that:(1)Online personalized customization has a significant positive impact on consumers’ purchase intention,and two different customization methods,functional customization and appearance customization,have different impacts on consumers’ purchase intention.Compared with functional customization,appearance customization has a higher impact on consumers’ purchase intention than functional customization.(2)Online personalized customization has a significant positive impact on consumers’ perceived value,and compared with functional customization,consumers’ perceived value in appearance customization is higher.(3)Online personalized customization has a significant positive impact on consumers’ perceived risk,and consumers’ perceived risk in functional customization is higher than that in appearance customization.(4)Perceived value plays a complete intermediary role in the relationship between online personalized customization and purchase intention,and perceived risk also plays a complete intermediary role in the relationship between online personalized customization and purchase intention.(5)Product category has no moderating effect on the relationship between online personalized customization and perceived value,perceived risk.(6)Customization experience has a significant moderating effect on the relationship between online personalized customization and perceived value.Compared with consumers without customization experience,consumers with customization experience have higher perceived value in both functional customization and appearance customization,while customization experience has no moderating effect on the relationship between online personalized customization and perceived risk.Finally,according to the research conclusions,this paper provides practical guidance and suggestions for customization enterprises to develop relevant marketing strategies,and also lists the shortcomings of this study and the areas that can be improved in the future,providing a certain reference for the follow-up research.