Nowadays the consumers do not want more choices, they just want exactly what they want-when, where, and how they want it. If marketers can reveal the consumers preferences or wants and offer individual customer exactly what they want, they will be rew...
Nowadays the consumers do not want more choices, they just want exactly what they want-when, where, and how they want it. If marketers can reveal the consumers preferences or wants and offer individual customer exactly what they want, they will be rewarded for the superior value.
However, research on the construction of preferences suggests that customer preferences are often ill defined and susceptible to influence by seemingly irrelevant factors. Therefore customers may fail to perceive customized offers that fit their preferences or wants.
This research focused on approach the factors that influence the consumer's perceived fit and perceived attractiveness of customized service. Specially this research propose that although both China and Korea are Eastern Cultural and accepted the effect of Confucian historically, the people both of them still will differently perceive on customized service.
This research includes 3 independent variables: Variety, Customer Participation, Trust, 3 dependent variables: Perceived Fit, Perceived Attractiveness, Intention of use, and 2 mediator variables: Masculinity vs Femininity and Time Sensitivity. The results of this research are detailed down as follows:
First, the Variety, Customer Participation and the Trust have a positive influence on the Perceived Fit.
Second, the Variety, Customer Participation and the Trust also have a positive influence on the Perceived Attractiveness.
Third, the Perceived Fit and the Perceived Attractiveness make to have a positive influence on the Intention of use. Specially, the Perceived Attractiveness directly and indirectly influenced on the Intention of use.
Last of all, the korean customer is more masculinity than the chinese customer and the time sensitivity is more stronger ,too. Also, the korean customer has more sense to Customized service than the chinese customer. Due to this, the korean customer is more influenced by the Variety, Customer Participation and the Trust.
，韩语论文，韩语论文范文 |
