| 消费者产品购买决策中不同类型参照群体影响力比较研究 |
| |
| 引用本文： | 姜凌, 王磊. 消费者产品购买决策中不同类型参照群体影响力比较研究[J]. 华东经济管理, 2010, 24(6): 112-115. DOI: 10.3969/j.issn.1007-5097.2010.06.028 |
| |
| 作者姓名： | 姜凌 王磊 |
| |
| 作者单位： | 1. 澳门科技大学,行政与管理学院,澳门,999078
2. 中国艺术研究院,北京,100029 |
| |
| 摘 要： | 文章基于参照群体影响理论,研究集中考察了消费者在4类不同消费特征的产品购买决策中所感受到的参照群体影响程度。研究表明：在公开消费奢侈品的购买决策中,消费者受价值表达性影响最大,其次是功利性影响;在公开消费大众品的购买决策中,消费者受功利性影响最大,其次是价值表达性影响;在私下消费奢侈品的购买决策中,受信息性影响最大,其次是价值表达性影响;在私下消费大众品的购买决策中,受信息性影响最大,其次是功利性影响。研究的管理意义在于企业可针对产品特征,运用最有效的产品信息交流策略,使品牌推广事半功倍。
|
| 关 键 词： | 参照群体 信息性影响 功利性影响 价值表达性影响 购买决策 |
Comparison of Reference Group Influence on Purchase Decision of Different Type Product |
| |
| JIANG Ling; WANG Lei. Comparison of Reference Group Influence on Purchase Decision of Different Type Product[J]. East China Economic Management, 2010, 24(6): 112-115. DOI: 10.3969/j.issn.1007-5097.2010.06.028 |
| |
| Authors: | JIANG Ling WANG Lei |
| |
| Affiliation: | 1.Faculty of Management and Administration; Macau University of Science and Technology; Macau 999078; China; 2.Chinese National Academy of Arts; Beijing 100029; China |
| |
| Abstract: | According to Reference Group Influence Theory,this study tests the purchase decision of differences in reference group influence.The study finds that value-expressive reference group influence is most significant in purchase decision of publicly consumed luxury brand.And utilitarian influence is most significant in purchase decision of publicly consumed mass-market brand.But informational influence is most significant in purchase decision of privately consumed luxury brand,and informational influence is most significant in purchase decision of privately consumed mass-market brand.Make use of the most efficient method to influence the consumer can get better result for brand management. |
| |
| Keywords: | reference group informational influence utilitarian influence value-expressive influence purchase decision |
| 本文献已被 维普 万方数据 等数据库收录！ |
| 点击此处可从《华东经济管理》浏览原始摘要信息 |
|
点击此处可从《华东经济管理》下载全文 |
