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  

Comparison of Reference Group Influence on Purchase Decision of Different Type Product

作　　者：姜凌[1] 王磊[2] 

机构地区：[1]澳门科技大学,行政与管理学院,中国澳门999078 [2]中国艺术研究院,北京100029

出　　处：《华东经济管理》2010年第6期112-115,共4页East China Economic Management

基　　金：国家自然科学基金(70672022)

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。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.

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 

分 类 号：F274[经济管理—企业管理]