农民工群体购买意愿形成机理理论框架与实证研究——自我概念一致性、参照群体和感知风险的作用机制  

Theoretical Framework and Empirical Study of Formation Mechanism of Collective Purchase Intentions of Migrant Workers:Effects of Self Congruence,Reference Group and Perceived Risk

作　　者：金晓彤[1,2] 杨潇[2] 王天新[3] 

机构地区：[1]吉林大学数量经济研究中心,吉林长春130012 [2]吉林大学商学院,吉林长春130012 [3]吉林省社会科学院城市发展研究所,吉林长春130033

出　　处：《外国经济与管理》2015年第2期38-50,共13页Foreign Economics & Management

基　　金：教育部哲学社会科学研究重大课题攻关项目(12JZD028);国家社会科学基金重点项目(12AZD021);教育部人文社会科学重点研究基地重大项目(13JJD790011);教育部人文社会科学研究项目(13YJC630014);吉林大学研究生创新基金资助项目(2014039)

摘　　要：本文构建了一个基于自我概念一致性和参照群体影响的农民工购买意愿形成机理模型,并通过问卷调查进行了检验。研究结果表明,真实自我概念一致性与理想自我概念一致性对农民工购买意愿具有显著影响;同时,参照群体的信息影响、价值表达影响和功利影响也能够提高农民工的购买意愿;此外,感知风险对真实自我概念一致性、参照群体影响与农民工购买意愿之间的关系具有负向调节作用。在这些结论的基础上,本文提出了相应的企业营销措施及政府政策建议。This paper constructs a model concerning formation mechanism of migrant workers＇ purchase intentions based on the effects of self congruence and reference group, and makes an empiri- cal study through a questionnaire. Results show that actual and ideal self congruence has significant effects on migrant workers＇ purchase intentions; meanwhile, the effects of reference group informa- tion, value expression and utilitarian also can promote migrant workers＇ purchase intentions; in addi- tion, perceived risk plays a negative adjustment role in the relationship between the effects of actual self congruence and reference group, and migrant workers＇ purchase intentions. Based on these re- sults, this paper proposes corresponding corporate marketing measurements and government policy suggestions.

关 键 词：农民工消费 真实自我 理想自我 参照群体 感知风险 

分 类 号：F270[经济管理—企业管理]