Name: applying an emass customization program as a research tool to evaluate consumer benefits
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这些数据已被修改从公园和Yoo的研究29。这项工作得到了大韩民国教育部和韩国国家研究基金会（NRF = 2016S1A5A2A03927809）的支持。

这项研究被免除了Ewha女子大学的IRB审查，并分配了协议号#143-18。
1. 招募参与者
<ol><li>准备进行在线调查。 注：一项在线调查是利用韩国的一家调查公司进行的。这家研究公司拥有韩国最大的消费者小组，反应率很高。小组讨论中的年龄和性别分布反映了韩国人口的状况。通过实名验证，消费者小组具有很高的可靠性。由于研究公司以各种创新方法不断管理?...

<ol>
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调查结果的影响 这项研究的结果表明，消费者从创造大规模定制产品中获得的外在和内在利益有助于对产品的情感依恋的增长，对定制计划产生积极的态度，以及增加忠诚度意图。时装创新对缓和效应的发现表明，与时尚创新群体中的消费者相比，那些时尚创新群体认为效益更大，依附性更大，形成更有利对计划的态度，并有更大的忠诚意图。这些结果为支持 HOE 模型提供了理论?...

大规模定制是指电子零售商为个人客户定制产品、服务和交易环境的能力1。当今的消费者对标准产品不满意，许多零售商已经认识到这一点。提供大规模定制选项是获得客户忠诚度和竞争优势的一种方法2。大规模定制作为一种营销策略，允许消费者根据特定需求创建自己的产品，从而提供个性化的产品或服务3。例如，消费者不仅可以购买一双量产的鞋子，还可以通过选择颜色、面料和其他设计组件来创建常规零售网站上不可用的一双新的独特鞋。因此，消费者可以购买更优惠的产品，他们对定制产品的满意度以及品牌忠诚度提高4、5。
随着互联网的使用日益增加，大规模定制过程在减少生产时间和以相同的成本提供更多设计选项方面变得更加快速和高效。此外，零售商可以获取有关其目标客户喜欢什么的信息，从而与他们建立牢固的关系6，7。因此，许多行业（如服装、鞋类、汽车和计算机）都采用了定制程序。虽然大规模定制对消费者和零售商都有利，但一些零售商面临着挑战8。因此，有必要研究消费者如何看待利益，以及这些好处如何影响其他购物反应，从而取得长期成功。
本研究借鉴了说服理论9中的影响层次（HOE）模型，提出消费者根据认知-影响-凝理序列处理信息。具体来说，本研究检查（在创建大规模定制产品后）感知到的消费者利益（认知）是否通过产品附件影响忠诚度意图（共性）和对大规模定制计划的态度（影响）.根据动机理论10，感知的利益分为外在和内在利益11。
外在利益与消费者因使用产品12而获得的价值有关（因此，其价值接近产品质量11），而内在利益表示在使用产品11时体验愉快。在大规模定制上下文中，外在优势与消费者创建的产品相关联，而内在利益与满足天顿和经验需求的定制体验相关13、14。先前的研究发现，消费者的感知利益增强了情感产品依恋15和对大规模定制计划16的积极态度。情感产品依恋是指消费者与产品17连接的情感纽带，它积极影响对定制计划18的态度和忠诚度意图19。此外，对定制计划的态度对忠诚度意图有积极的影响20。
最后，本研究考察了个人特征（即时尚创新）对消费者反应的影响不同。时尚创新是指个人的创新倾向对新时尚项目21的采用的影响程度。研究结果显示，希望避免符合性的消费者（即高度时尚创新的消费者）有购买独特产品的动机，这表明大规模定制可能是使自己与众不同的有效策略因此，本研究假设，对于高度时尚创新的消费者，将会产生更多正面的回应。
根据以前的文献评论，本研究解决了以下研究假设。H1：大规模定制产品的感知优势（a：外在优势，b：内在效益）将对情感产品依恋产生积极影响;H2：大规模定制产品的感知优势（a：外在优势，b：内在效益）将对大众定制计划的态度产生积极影响;H3：情感产品依恋将对大众定制计划的态度产生积极影响;H4：情感产品依恋会积极影响忠诚意图;H5：对大规模定制计划的态度将对忠诚意图产生积极影响;和H6：与低时尚创新相比，高级时装创新者对（a）感知到的好处、（b）情感产品依恋、（c）态度和（d）行为意图会有更积极的反应。
为了提高外部有效性，本研究使用现有的大规模定制程序。在韩国的潜在参与者被招募参加这项研究，并被要求使用一个程序创建自己的风衣，就像他们实际购买了产品一样。为了根据参与者的定制体验来探索参与者的回答，本研究使用在线调查。在线使用自定义程序后，参与者可以立即访问调查表。收集数据后，该研究使用单组 SEM 来调查消费者利益对产品依恋、态度和忠诚度意图的影响。为了检验时尚创新的缓和作用，该研究使用了LMA。

<table>
	<tbody>
		<tr>
			<td>SPSS AMOS 22</td>
			<td>IBM Corporation, Data Solution Inc.</td>
			<td></td>
			<td>used for confirmatory factor analyses, structural equation modeling analyses, and latent means analyses</td>
		</tr>
	</tbody>
</table>

applying an emass customization program as a research tool to evaluate consumer benefits

由于许多学者和从业者研究个性化和关系营销，因此通过营销技术提供大规模定制等个性化服务就显得尤为重要。本研究的目的是研究如何使用在线调查和分析数据进行消费者研究。这项研究考察了消费者在定制产品的同时感知到的好处，以及情感产品依恋、对定制计划的态度以及在线零售背景下的忠诚度意图。此外，本研究还调查了消费者的反应如何根据个人特征（如时尚创新）而不同。韩国一家在线调查公司招募了290名在线购买服装的女性服装购物者。为了提高外部有效性，本研究使用了现有的零售网站，并带有一个完善的批量定制程序。完成自定义计划后，参与者完成在线调查问卷。然后执行结构方程建模 （SEM） 和潜在均值分析 （LMA） 进行分析。本研究强调了测试测量不均差对于均值比较的重要性。在 SEM 和 LMA 之前，本研究遵循不变性测试（配置不方差检验、公制不方差检验和标量不方差测试）的层次结构，传统方法（如 ANOVA）并未考虑这些等级。这些统计分析提供了不变性测试程序和 LMA 对消费者行为的适用性。平均差异的结论具有完整性和有效性，因为它们由复杂的统计程序指导，以确保测量不变性。

频率统计提供了样本的特征。共有290名女性在线消费者使用电子批量定制程序完成了购物过程。样本的人口特征分布均匀。按年龄组分，23.1%的人，30多岁的人，40岁的26.6%，50多岁的22.1%。按婚姻状况，58.3%的人已婚，40%为单身。按职业分类，45.2%为上班族，22.8%为家庭主妇，10.3%为专业人士，9.3%为学生，5.5%为服务业（表2）。
对一组CFA进行了一次，其中有五个潜在?...

Watch this Scientific Journal Video about Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits at JoVE.com

Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits

此处介绍的是一个协议，用于检查消费者对在线零售环境中大规模定制的反应。该协议详细介绍了在线调查过程以及如何使用结构方程建模分析数据，以及如何使用潜在均值分析对数据进行分组分析。

应用 eMASS 定制计划作为评估消费者权益的研究工具

As many scholars and practitioners study personalization and relationship marketing, it is important to provide personalization such as mass customization ...

我们的协议要求参与者在参与调查之前体验大规模定制，并使用调查数据来测试消费者响应之间的关系。该协议允许将消费者数据应用于结构方程建模和潜在手段分析，以获得复杂的统计数据，提高研究的有效性。我们的研究将有利于研究零售或营销技术对消费者反应的影响。尽管测试几种不变性测试（如配置、矩阵和标量不变性）可能很困难，但我们建议耐心一下，并非常小心地遵循此过程，以提高数据的质量。演示这个程序的将是我实验室的A级学生金喜云。使用在线调查招募具有在线服装购物体验的女性消费者。向符合条件的参与者发送邀请电子邮件，包括有关研究目的的信息以及回复的机密性保证。向同意参加调查的参与者发送指南，以展示如何使用自定义程序创建风衣。同意参加调查的参与者开始调查程序。他们收到一个链接，连接到一个现有的购物网站eMass定制计划，并被要求想象你足够毛，购买可爱的衣服，必须购买风衣参加一个重要会议。您将想要创建一个独特的风衣。浏览互联网时，您会遇到一个完美的服装网站，有一个大规模的定制程序。收到方案后 24 小时，激活调查链接，以便已完成风衣并准备参加调查的参与者可以单击调查链接。在调查中，让参与者将创建的风衣的屏幕截图和价格上传到调查的第一页。然后，让学员完成在线调查问卷，了解定制产品的感知优势和情感依恋，以及对定制计划的态度、忠诚度意图和人口问题。向完成调查的参与者提供金钱奖励。完成所有调查后，将调查数据保存在包含调查参与者所有答复的 SPSS 文件中，并使用清理的数据进行结构方程建模分析。使用中位数分割，总结和平均六项时尚创新的分数，并计算时尚创新的中位数分数。在转换菜单下，如果平均得分低于中位数，请单击重新编码为不同的变量，为低时尚创新组编码一个。双击时尚创新组变量，按字段将之移动到拆分案例。然后，分配输出文件目录位置，以保存文件作为Data_low创新。sav 和Data_high时尚创新。sav 在分配的目录中。要确认收敛有效性，请单击"选择数据文件"，Data_TOTAL.sav。基于研究问题开发测量模型，包括5个潜在变量和17个观测变量。将潜在变量的每个方差设置为 1，然后单击计算估计值。然后，从单个组确认因子分析结果、拟合指数优度、拟合指数调整优度、标准拟合指数、塔克·刘易斯指数、比较拟合指数和近似根均方误差中，对测量模型的拟合指数进行对比。在这项代表性分析中，对5个潜在变量和17个观测变量进行了单组确认因子分析。因子系数的所有临界比率都显著，这意味着实现了收敛有效性。单个组结构方程建模的拟合指数揭示了一个可接受的拟合。从单组确认因子分析到多组确认因子分析，到对两组五因子测量模型进行交叉验证，均表明实现了配置不变性，因子系数的所有临界比都显著。为了测试指标不变性，因子系数在两个组中被限制为相同，并进行了另一个多组确认因子分析，表明 14.728 的奇方差不显著，并且指标不变性得到满足。由于公制不变性模型被接受，因此测试了标量不变性。由于全公制/全标量不变性模型嵌套在全公制不变性模型中，因此进行了奇方差测试，表明 11.18 的奇方差不显著，并且满足了标量不变性。鉴于实现了配置不变性、公制不变性和标量不变性，因此进行了潜在均值分析，确定高创新群体的五个潜在变量为正值，明显高于低时尚创新群体的正值。大规模自定义程序可能看起来很困难，具体取决于个人对任务复杂性的看法。请记住，为参与者提供足够的时间来适应自定义计划。为了解决潜在变量之间关系的群体差异，可以执行多个组结构方程建模，以比较各组中过去的系数。大多数研究人员使用多组结构方程建模进行组比较。我们的研究为在社会科学领域进行多组比较提供了另一种方式。

Research

Education

JoVE Journal

JoVE Core

Statistics

Behavior

Unit 1

Measure of Central Tendency

SCIENTISTS IN ACTION

The Crossmodal Congruency Task as a Means to Obtain an Objective Behavioral Measure in the Rubber Hand Illusion Paradigm

一致性的任务作为一种手段来获取目标行为的措施中的橡胶手错觉范式Crossmodal

The rubber hand illusion (RHI) is a popular experimental paradigm. Participants view touch on an artificial rubber hand while the participants' own hidden ...

科研

行为学

Applying Stereotactic Injection Technique to Study Genetic Effects on Animal Behaviors

应用立体定向注射技术在研究动物行为的遗传效应

Stereotactic injection is a useful technique to deliver high titer lentiviruses to targeted brain areas in mice. Lentiviruses can either overexpress or ...

Combined Shuttle-Box Training with Electrophysiological Cortex Recording and Stimulation as a Tool to Study Perception and Learning

联合穿梭盒子训练与电的Cortex记录和刺激作为一种工具来研究感知和学习

Shuttle-box avoidance learning is a well-established method in behavioral neuroscience and experimental setups were traditionally custom-made; the ...

Vagus Nerve Stimulation as a Tool to Induce Plasticity in Pathways Relevant for Extinction Learning

迷走神经刺激作为一种工具来诱导可塑性相关途径灭绝学习

Extinction describes the process of attenuating behavioral responses to neutral stimuli when they no longer provide the reinforcement that has been ...

Using a Split-belt Treadmill to Evaluate Generalization of Human Locomotor Adaptation

用分体式跑步机评价人类运动适应的泛化

Understanding the mechanisms underlying locomotor learning helps researchers and clinicians optimize gait retraining as part of motor rehabilitation. ...

Using a Virtual Store As a Research Tool to Investigate Consumer In-store Behavior

使用虚拟商店作为调查消费者店内行为的研究工具

People&#39;s responses to products and/or choice environments are crucial to understanding in-store consumer behaviors. Currently, there are various ...

How to Build a Dichoptic Presentation System That Includes an Eye Tracker

如何建立一个包括眼球跟踪器的 Dichoptic 演示系统

The presentation of different stimuli to the two eyes, dichoptic presentation, is essential for studies involving 3D vision and interocular suppression. ...

Creating and Applying a Reference to Facilitate the Discussion and Classification of Proteins in a Diverse Group

创建和应用的参考，以便不同的组中的蛋白质分类与探讨

Related proteins that have been studied in different labs using varying organisms may lack a uniform system of nomenclature and classification, making it ...

A Novel Method for Involving Women of Color at High Risk for Preterm Birth in Research Priority Setting

一种新的方法, 让孕妇在研究中优先考虑早产高危因素

Involvement of patients and the public is now recognized to be essential for the good conduct of research. Patient and public involvement in research ...

A Novel Digital Platform for a Monitored Home-based Cardiac Rehabilitation Program

一种新型的家庭心脏康复监控数字平台

Despite the evidence that cardiac rehabilitation (CR) reduces the risk of recurrent cardiac events, only a minority of eligible patients are willing to ...