School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines.
School of Industrial Engineering and Engineering Management, Mapúa University, 658 Muralla St., Intramuros, Manila 1002, Philippines; E.T. Yuchengo School of Business, Mapúa University, 1191 Pablo Ocampo Sr. Ext., Makati, Metro Manila 1204, Philippines.
Acta Psychol (Amst). 2024 Sep;249:104473. doi: 10.1016/j.actpsy.2024.104473. Epub 2024 Aug 24.
In modern marketing, the emergence of mass customization has reoriented the focus from traditional marketing practices toward a customer-centric approach. The individualization feel among consumers and the innovative approach taken by businesses are currently evident in the market but has yet been holistically analyzed. This study applied a modified Theory of Planned Behavior by incorporating the need for individualization, hedonic and utilitarian motivations, with a 4Ps marketing mix - with the main objective to identify factors contributing to the intention to make purchase of customized products. The survey involved 311 participants who completed an online questionnaire utilizing purposive sampling approach, focusing on those who had previously bought customized products. Structural Equation Modeling was employed as a statistical method to analyze the data with SPSS AMOS v25. Findings revealed that the need for individualization proved to have the highest effect on the intention to purchase customized products, explaining that consumers who are strongly inclined toward individualization not only perceive greater value in customized products but also express a higher intention to purchase them. This was followed by its direct significant effect on attitude, with an even higher effect on perceived behavioral control, along with the marketing mix latent variable and customer perceived value on purchasing intention. This study offers valuable insights for retail brand management and provides potential strategies for business improvement. Moreover, a valuable contribution to the limited literature on the promotion of customized product purchases was identified. Lastly, the developed framework and implications may be applied and extended by future research in the consumer behavior field.
在现代营销中，大规模定制的出现将重点从传统的营销实践转移到以客户为中心的方法。消费者的个性化感受和企业的创新方法在市场上已经很明显，但尚未进行全面分析。本研究通过将个性化需求、享乐和功利动机纳入修改后的计划行为理论，并结合 4Ps 营销组合，应用于定制产品购买意向的研究，主要目的是确定影响购买定制产品意向的因素。该研究采用了问卷调查法，共涉及 311 名参与者，他们通过目的抽样方法完成了在线问卷，重点关注那些以前购买过定制产品的人。结构方程模型（SEM）被用作统计分析方法，使用 SPSS AMOS v25 进行数据分析。研究结果表明，个性化需求对购买定制产品的意向有最强的影响，这表明强烈倾向于个性化的消费者不仅认为定制产品具有更高的价值，而且表达了更高的购买意向。这紧随其后的是它对态度的直接显著影响，对感知行为控制的影响甚至更高，以及营销组合潜在变量和客户对购买意向的感知价值。本研究为零售品牌管理提供了有价值的见解，并为企业改进提供了潜在策略。此外，还确定了对有限的定制产品购买促进文献的有价值贡献。最后，所开发的框架和影响可以应用和扩展到未来消费者行为领域的研究中。
