Analysis of Influencing Factors on Purchase Intention of Customized Products Based on Rooting Theory

As the economic level rises, it is difficult for mass products to meet consumer demand, and consumers are beginning to pursue personalized and customized products or services. Various industries have also begun to implement customized marketing strategies, but exactly what factors affect the consumer's willingness to buy, this issue deserves more in-depth discussion. Therefore, this paper conducted semi-structured interviews with 26 consumers and coded the analysis with Zagan theory, and finally obtained six factors influencing the purchase intention of customized products: self-disclosure, perceived benefit, perceived risk, self-construal, trust and attitude.