参考群体对消费者网络购买决策影响的实证研究  

An Empirical Study on the Influence of Reference Group to Network Purchase Decision

作　　者：何清泉[1,2] 陶开宇[1,3] 

机构地区：[1]中南大学商学院,湖南长沙410083 [2]湖南农业大学理学院,湖南长沙410128 [3]湖南商学院经济与贸易学院,湖南长沙410205

出　　处：《财经理论与实践》2016年第6期130-135,共6页The Theory and Practice of Finance and Economics

基　　金：湖南省哲学社科基金(12YBA187);湖南省教育厅科学研究项目(14A082)

摘　　要：以参考群体的信用水平、感知价值水平为自变量,设计3×2×4的模拟实验,考量参考群体对消费者网络购买决策的影响。结果表明:不同信用度的参考群体对消费者网络购买决策有显著正向影响,参考群体的信用度越高,消费者的网络购买决策所受影响越大;不同感知价值的参考群体对消费者网络购买不同产品的决策均有正向显著影响,感知价值越高,消费者购买决策越受影响。参考群体的信用水平与感知价值的交互作用对消费者网络购买决策有正向显著影响。Based on the reference group＇s credit level and perceived value level,this paper designs a 3×2×4simulation experiment,and makes an empirical study on the consumer online purchase decision.The results show that：different credit reference groups have significant positive impact on consumer online purchase decision.The higher the credit level of reference groups are,the influence to consumers purchase decision is more.Different perceived value of the reference group have a positive impact on the network purchase decision of consumer＇s different products.The higher the perceived value is,the more affected consumers＇ purchase decisions.Interaction of reference groups and the perceived value on consumer online purchase decision has an important influence.

关 键 词：参考群体 网络购买决策 感知价值 

分 类 号：F272.2[经济管理—企业管理]