网络参照群体在大学生购买决策中的影响  

The Influence of Internet Reference Group on the Buying Decision of University Student

作　　者：盛敏[1] 陆晓霞[1] 秦晓敏[1] 

机构地区：[1]同济大学经济与管理学院,上海200092

出　　处：《郑州航空工业管理学院学报》2010年第5期94-98,共5页Journal of Zhengzhou University of Aeronautics

摘　　要：在传统参照群体理论的基础上引入网络参照群体概念,构建了参照群体影响机制的扩展模型,并运用结构方程模型实证研究网络参照群体对大学生群体购买决策的影响程度.研究结果显示:网络参照群体对大学生群体购买决策的影响作用非常显著;扩展模型中的渴望群体因子和恋人因子对年轻大学生的购买决策具有显著影响,该研究对相关企业和组织的市场策略和电子商务发展等具有参考价值。Based on the traditional theory of reference group, this reseaarch constructed an extended influence mechanism model of reference group by introducing the concept of Internet reference group. Then we used the structural equation modeling to approach the influence of the Internet reference group on the buying decision of university students. The results showed that the influence is significant. And the factors of desire group and lover also have obvious impacts. This research can contribute to the marketing decision and the development of e -business for some related companies and organizations.

关 键 词：网络参照群体 购买决策 影响群体 大学生 

分 类 号：F014.5[经济管理—政治经济学]