CAJ | 학술논문

近来，定制化战略已获得越来越多的关注。消费者参与产品定制的动机不仅源自其独特性需求，而且还受外部的社会认同所驱动。基于社会认同理论，通过两个实验来检验独特性需求和社会认同动机如何影响消费者对定制产品的评价。研究结果显示：相比认同相关性较弱的产品，消费者更愿意参与认同相关性较强的产品定制，且对于认同相关性较强的产品，消费者在社会认同动机驱动下比独特性需求驱动下对定制产品的评价更高。这表明消费者通过定制产品可向外界传递某种群体认同信息，以期望获得群体认可和归属感，而定制产品便成为消费者与特定群体或他人传递特殊意义和价值的载体。
근래，정제화전략이획득월래월다적관주。소비자삼여산품정제적동궤불부원자기독특성수구，이차환수외부적사회인동소구동。기우사회인동이론，통과량개실험래검험독특성수구화사회인동동궤여하영향소비자대정제산품적평개。연구결과현시：상비인동상관성교약적산품，소비자경원의삼여인동상관성교강적산품정제，차대우인동상관성교강적산품，소비자재사회인동동궤구동하비독특성수구구동하대정제산품적평개경고。저표명소비자통과정제산품가향외계전체모충군체인동신식，이기망획득군체인가화귀속감，이정제산품편성위소비자여특정군체혹타인전체특수의의화개치적재체。
Recently, customization strategy has gained more and more attention. The motivation consumers participate in product customization stems not only focus on the uniqueness of the inner demand, but also are driven by the external social identity. Drawing from social identity theory, we use two studies to demonstrate the influence of consumers＇ social identity motives on customized product evaluations. The research results show that compared with less identity-relevance products, consumers are more willing to participate in product customization with more identity-relevance, and social identity motivation plays an more important role in influencing consumers~ evaluations of their customized products than unique needs for more identity-relevance products. This suggests that consumers can deliver some kind of group identification information to the outside world to expect group approval and belonging by means of customized products, and customized products become the carrier delivering special significance and value between consumers and a particular group or others.