سفارشی سازی و رفتار استفاده کننده

نوع مقاله : مروری

نویسنده

دانشجوی کارشناسی ارشد طراحی پارچه و لباس ،دانشکده هنرهای کاربردی دانشگاه هنر

چکیده

سفارشی ­سازی در محصولات، یکی از رویکرد­هایی است که استراتژیِ بسیاری از شرکت ­های بزرگ با هدف افزایش رضایت مشتری، محسوب می­ شود. سفارشی­ سازی به هر فرد این امکان را می­ دهد تا محصولات را مطابق با سلیقه و نیازهایش تغییر دهد. برای استفاده از محصولات سفارشی­ سازی، استفاده­ کننده باید تصمیمات متعددی را اتخاذ کند؛ که این امر اهمیت چگونگی اجرای سفارشی­ سازی را نشان می ­دهد. باید اذعان کرد که سفارشی­ سازی به هر نحوی نمی­ تواند به هدف مذکور منجر شود. شناختِ رفتار استفاده­کننده، یکی از مهم­ترین معیارهایی­ ست که در موفقیت سفارشی­ سازی دارای اهمیت بسیاری بوده و کمتر بدان توجه شده است. در ایـن مطالعـه، مقاله­ هایی در زمینه­ هـای فرهنگ، هویّت، دانشِ استفاده­ کننده، درک وی از سفارشی­ سازی و حساسیت مشتری به سفارشی ­سازی، به­ عنوان عواملی تأثیرگذار در محدودۀ رفتار استفاده­ کننده، مـورد بررسـی قـرار گرفتـه اسـت. هـدف ایـن نوشـتار، ارائۀ شـناختی مختصـر از رفتار استفاده ­کننده و تأثیر آن در سفارشی ­سازیِ محصولات است. این بررسـی، بـا ایـن­ جمع ­بنـدی کـه شرکت­ها می­ توانند با درک بهتر رفتار استفاده ­کننده و شناخت بیشتر آن­ ها، استراتژی­ های مناسب­ تری با توجه به گروهِ هدف خود پیاده ­سازی کنند، بـه پایـان می رسـد.

کلیدواژه‌ها

عنوان مقاله [English]

Customizatiom & User Behavior

نویسنده [English]

  • saba beizaei
University Of Art
چکیده [English]

Product customization approach is one of the strategies which many companies deploy to increase user satisfaction. Customization allows each user to change the products according to their needs and demands. In order to enjoy products or services via customization, one must make multiple choices that illustrate the importance of how the customization process must work. It should be acknowledged that customization might not always lead to the illustrated goal. Recognizing user behaviors is one of the most important criteria for customization success and little attention has been paid to it. In this article, Culture, identity, user knowledge, user's understanding of customization & customer customization sensitivity are considered as some of the factors which fall within the scope of user behavior. The purpose of this study is to provide a brief overview of user behavior and its impact on product customization. This study concludes that companies can implement better strategies according to their target group by a better understanding of user behavior.

کلیدواژه‌ها [English]

  • Customization
  • User behavior
  • Customer customization sensitivity

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