角色规范影响敏感性对中国消费者独特品牌决策意向的影响——以公众场合角色为例  

The Research on the Impact of Consumer Susceptibility to Role-Normative Influence on Chinese's Decision Intension to Unique Brands: Taking Public Roles for Example

作　　者：戚海峰[1] 费鸿萍[1] 

机构地区：[1]华东理工大学商学院,上海200237

出　　处：《经济管理》2011年第11期84-94,共11页Business and Management Journal ( BMJ )

基　　金：国家自然科学基金资助项目"角色规范对中国消费者品牌决策意向影响的实证研究"(70802021)

摘　　要：本文基于中国社会文化的背景对Fishbein行为意向理论的不足进行了分析,提出了新的研究设想,对涉及的消费者自信、社会规范影响等相关研究做出了比较完整的理论综述,在此基础上提出了新的理论模型及相关假设。研究采用调查法并选择角色规范中的面子规范对提出的假设进行了验证。分析结果证明,角色规范影响敏感性对中国消费者独特品牌购买行为的决策意向具有负面影响,中国消费者的个体结果自信一定程度上可以抵制角色规范影响敏感性的作用,但影响力有限。相比之下,社会结果自信在角色规范影响敏感性的影响下会对消费者的决策意向会产生负面影响。The article analyzed in detail the drawback of the present Fishbein＇s theory of behavioral intention based on Chinese social context and put forward a revised theoretical construction in order to make it more perfect. On the basis of the analysis, the authors summarized the related literatures such as self-confidence and susceptibility to normative influence and advanced a theoretical model and a series of hypothesis between these constructs above. The authors adopted methods of survey and selected the norm of face to validate these assumptions. The result disclosed that susceptibility to role-normative influence would have negative impact on Chinese consumers＇ decision intention to unique brands. On the other hand, Chinese consumers＇ personal outcome self-confidence could help to resist the negative effect of susceptibility to role-normative influence to some extent. However, this force of resistance is relatively weak. Comparatively, consumers＇ social outcome self-confidence, when mediated by suscep- tibility to role-normative influence, would have a negative impact on their decision intentions on the contrary.

关 键 词：消费者自信 角色规范影响敏感性 决策意向 关联型自我建构 

分 类 号：F713.55[经济管理—市场营销]