基于自我建构理论，通过3项在线情境实验探究消费者自我建构类型与定制模式匹配对定制购买意愿的影响，并揭示其作用机制。研究结果表明：消费者自我建构类型与定制模式之间存在匹配效应；当消费者表现出独立型自我建构特质时，相比方案定制模式，属性定制模式更能提高消费者的定制购买意愿，该过程中独特性感知发挥显著中介作用；当消费者表现出依存型自我建构特质时，相比属性定制模式，方案定制模式更能提高消费者的定制购买意愿，该过程中心理所有权发挥显著中介作用。

Based on self-construal theory, the research uses three online scenario-based experiments to examine how the matching between consumers’ self-construal types and customization modes influences purchase intention toward customized products, and to reveal the underlying mechanisms. The results show that there is a matching effect between consumers’ self-construal types and customization modes. When consumers exhibit independent self-construal traits, attribute-based customization, compared with option-based customization, is more effective in enhancing their purchase intention toward customized products, with perceived uniqueness playing a significant mediating role. When consumers exhibit interdependent self-construal traits, option-based customization, compared with attribute-based customization, is more effective in enhancing their purchase intention toward customized products, with psychological ownership playing a significant mediating role.