| 摘要: |
| 在线个性化产品定制是近几年电子商务和在线消费行为领域出现的一个热点研究主题。已有研究主要探讨消费者在线个性化产品定制背后的行为、心理和情感需求和动机。目前，该主题的研究较为分散，同时国内的相关研究明显滞后且不足，有必要对国外学者的研究进行全面、系统地梳理和归纳。基于此，本文分别基于独特性需求、使用与满足以及自我表达三个理论视角，对现有在线个性化产品定制研究成果进行梳理，最后展望了未来研究方向，以期对国内学者有关在线个性化产品定制的研究有所启发。 |
| 关键词: 在线个性化产品定制 独特性需求 使用与满足 自我表达 |
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| A Literature Review of Online Product Personalization |
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ZHEN Jie1， YAN Jian-yuan2
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| Abstract: |
| Online product personalization has become a hot topic in E-commerce and online consuming behavior in recent years. Previous syudies have discussed the behavior， psychology and emotional needs behind online product personalization. However， at present， the research regarding this subject is scattered. Meanwhile， lag and the inadequate of such study in China is obvious. It is necessary to systematically sort out relevant foreign research. As such， this study firstly clears the concept of online product personalization and reviews the research achievements on online product personalization from the perspective of uniqueness seeking， uses and gratifications， and self-expression， respectively. In addtion， some future research directions are pointed out so as to enlighten the relevent research of domestice scholors. |
| Key words: online product personalization making need for uniqueness uses and gratifications self-expression |
