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1、STUDYONTHEEFFECTSOFPERSONLITYTRAITSANDWEBSITECHARACTERISTICSONCONSUMERS'PURCHASEINTENTIONINONLINECUSTOMIZATIONABSTRACTWiththegrowthofpersonalizedconsumptionandthepopularityoftheInternet,moreandmoreonlinecompaniestrytogaincustomerloyaltyandbuildcompeti
2、tiveadvantagebyprovidingcustomizedproducts.However,theprocessofpurchasingonlinecustomizedproductsisverycomplex,whichisinfluencedbymultiplefactors.Sothisneedsformoretheoreticalresearchandattention.Intheperspectiveofconsumers,thestudyprobestheeffectsofp
3、ersonalitytraitsandwebsitecharacteristicsonpurchaseintentioninonlinecustomization.Onthebasisofthetheoryofplannedbehavior,thetheoryofrationalbehaviorandrationaldecision-makingtheory,authorstartedtheresearchfrombothperceivedriskandperceivedbenefits.Also
4、authorintroducedtwospecialpersonalitypsychologicalvariables,whichincludes"Consumers'NeedforUniqueness"and"CentralityofVisualProductAesthetics",todoresearchwiththecurrentliteraturereview.Authorcollectsdatabysurveyquestionnaireandusesstructuralequationm
5、odelingtotestthemodel.Themainconclusionsofthestudyincludethefollowingtwoparts:(1)Theresultsshowthatconsumers'needforuniquenessandhicentralityofvisualproductaestheticshaveasignificantpositiveimpactontheperceivedbenefits,thusincreasingwillingnesstobuyon
6、linecustomization;Alsocentralityofvisualproductaestheticshasasignificantnegativeimpactonperceptionofrisk,whichreduceswillingnesstobuyonlinecustomization.Meanwhileconsumers'needforuniquenesshasnosignificantimpactonperceivedriskinonlinecustomization.(2)
7、Theresultsshowthatwebsitecharacteristics,whichincludeknowledge,interactivity,entertainmentandsecurity,haveasignificantpositiveimpactontheperceivedbenefits,thusincreasingwillingnesstobuyonlinecustomization;Alsoknowledgeandsecurityhasasignificantnegativ
8、eimpactonperceptionofrisk,whichreduceswillingnesstobuyonlinecustomization.Meanwhileinteractivityandentertainmenthasnosignificantimpactonperceivedriskinonlinecustomization.Finally,onthebasisofempiricalresearch,authormadeanumberofmarketingandman
