从顾客的信息表征视角,探讨定制方式、定制产品交付时间和定制任务解释水平匹配对定制产品价值感知的影响及其中间机制.通过研究发现:(1)当定制产品在近期将来交付时,按方案定制比按属性定制带来更高的定制产品价值感知;当定制产品在远期将来交付时,按属性定制比按方案定制带来更高的定制产品价值感知.(2)当为自己定制时,按方案定制比按属性定制带来更高的定制产品价值感知;当为其他人定制时,按属性定制比按方案定制带来更高的定制产品价值感知.(3)只有定制交付时间、定制任务和定制方式三者解释水平匹配的情况下,定制产品价值感知才会更高.之所以出现解释水平一致效应,原因在于加工流畅性的中介作用.%From the perspective of customer information representation,this paper explores the influences of the de-livery time of customized products,custom tasks and methods on the perceived values of customized products as well as its intermediate mechanism. The studies show that (1)when the customized products are delivered in the near fu-ture,the perceived values of customized products are higher by alternatives than by attributes;in contrast,when the customized products are delivered in the far future,the perceived values of customized products are higher by attrib-utes than by alternatives.(2) if the subjects are to customize the product for their own, the perceived values of cus-tomized products are higher by alternatives than by attributes; in contrast, if the customized products are for other people as gifts, the perceived values of customized products are higher by attributes than by alternatives.(3) only when customized delivery times,customized tasks and custom methods are matched by construal levels,will the per-ceived values of customized products be higher. The reason why the consistency of construal levels appears is that pro-cessing fluency plays an intermediary role in the above relationships.
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