参照群体和信息可信性对大学生自我—预期他人消费决策的影响  

The Effect of Reference Group and the Credibility of Information on Undergraduates' Consumer Decisions in Self Decision-making and Anticipating Others' Decisions

作　　者：王晓明[1] 朱泓[1] 杨昭宁[1] 

机构地区：[1]曲阜师范大学教育科学学院,曲阜273165

出　　处：《心理研究》2014年第1期67-71,共5页Psychological Research

基　　金：山东省软科学研究计划项目(2012RKB01108)

摘　　要：以240名大学生为被试,采用3×2×2混合设计,探讨不同参照群体和信息可信性高低对大学生自我—预期他人消费决策的影响。结果发现:(1)信息可信性主效应显著,被试倾向于选择信息可信性高的消费品。(2)决策者角色主效应显著,预期他人消费决策时比自我决策时,被试更倾向于选择购买消费品。(3)参照群体和信息可信性的交互作用显著,在高信息可信性下参照群体的选择差异显著,被试更易参照知己好友而选择购买。(4)参照群体、决策者角色和高信息可信性的交互作用显著,在高信息可信性和参照群体一定情况下,预期他人决策比自我决策更愿购买。240 undergraduate students were selected randomly as the subjects and tested by a 3 × 2 × 2 mixed design, which was to explore the effect of reference group and the credibility of information on un- dergraduates＇ consumer decisions in self decision-making and anticipating others＂ decisions. The following results were obtained： （1） The effect of the creditability of information was significant to the subjects＇ de- cision of purchasing goods. The subjects tended to buy the goods with the high credibility of information. （2） The effect of decision makers＂ roles was significant. They might tend to buy the goods more when others＇ consumer decisions were anticipated. （3） The interaction effect of reference group and the credibil- ity of information was significant. The selection differences of reference groups were significant when they bought the goods with the high credibility of information. The subjects tended to buy the goods with refer- ence to the views of their best friends （4） The interaction effect of reference group and decision makers＇ roles and the high credibility of information was significant. They tended to buy the goods more when oth- ers＇ consumer decisions were anticipated with reference to the views of the same people in the case of the high credibility of information.

关 键 词：参照群体 信息可信性 自我一预期他人决策 大学生消费决策 

分 类 号：G645.5[文化科学—高等教育学] F713.55[文化科学—教育学]