参照群体视角下规范性影响敏感性对消费者购买决策风格的影响研究

发布时间：2018-11-04 14:20

【摘要】：随着社会转型的不断加快,中国消费群体在购买行为中对于自我意识的重视程度日渐突出,在消费行为中展示个性、体现自信。但同时身处社会导向的文化环境中,个体不可避免的对人际因素具有较高的敏感性,非常关注人际关系背后所隐藏的潜规则以及他人对自己行为的反映、评价。因此在传统文化与现代文化相互交织并存的社会背景下,中国消费者的消费购买行为是如何在自我能力意识与社会规范这两种因素的取舍之间进行变换平衡,是一项非常值得研究的事。本文在消费者行为领域引入“参照群体”这一社会学变量,将不同群体环境下消费者的规范性影响敏感性置于理论框架中,探究其与主观社会地位对于消费者购买决策风格的影响作用。本文前三章,通过国内外相关文献的梳理,把握主观社会地位、规范性影响敏感性以及消费者购买决策风格三者之间的理论关系,从而构建理论模型,提出研究假设。在问卷设计、规模调研的基础上获取样本数据。第四章是数据分析与假设检验,本文通过信效度分析保证样本数据的可靠性与内部一致性;通过因子分析了解变量的因子结构;最后通过结构方程模型了解不同群体环境下变量因子间的因果关系,验证研究假设。本文第五章是研究结论与建议,针对实证分析结果获知主观社会地位和规范性影响敏感性对于消费者购买决策风格的影响关系的研究结论,并根据研究结论对企业营销实践提出具有针对性的管理建议。文本通过理论分析与实证分析,主要得出以下结论:(1)在血缘群体环境下,规范性影响敏感性具有中介效应作用,消费者主观社会地位通过规范性影响敏感性间接影响到消费者购买决策风格,并且对于选择困惑型、价格导向型、购物享受型以及品牌认知型这四种风格的影响作用最为显著。(2)在业缘群体环境下,消费者主观社会地位直接影响消费者购买决策风格,规范性影响敏感性在这个影响过程中具有调节作用,强化了原有的作用路径影响效果。其中,对于时尚导向型、品质追求型和品牌认知型这三种风格的影响作用最为显著。(3)在地缘群体环境下,消费者主观社会地位直接影响消费者购买决策风格,规范性影响敏感性在影响过程中具有调节作用,强化了原有的作用路径影响效果。其中,对于选择困惑型、价格导向型、品牌认知型这三种风格的影响作用最为显著。(4)在趣缘群体环境下,消费者主观社会地位一方面直接影响消费者的购买决策风格,并对于购物享受型和品牌认知型这两种风格的影响较为显著;另一方面又会通过规范性影响敏感性来间接影响其购买决策风格,对于时尚导向型、品牌认知型和冲动购买型这三种风格的影响最为显著。规范性影响敏感性具有部分中介效应作用。
[Abstract]:With the acceleration of social transformation, Chinese consumer groups pay more and more attention to their self-awareness in their purchasing behavior, showing their individuality and confidence in their consumption behavior. But at the same time, in the social-oriented cultural environment, the individual inevitably has a high sensitivity to interpersonal factors, paying close attention to the hidden rules behind the interpersonal relationship and the reflection and evaluation of others on their own behavior. Therefore, under the social background that traditional culture and modern culture are intertwined with each other, how to balance the consumption and purchase behavior of Chinese consumers between the two factors of self-ability consciousness and social norm. It is a matter worth studying. This paper introduces the sociological variable of "reference group" in the field of consumer behavior, and puts the sensitivity of consumers' normative influence in different group environments into the theoretical framework. To explore the impact of its subjective social status on consumer purchase decision-making style. In the first three chapters, the theoretical relationship among subjective social status, normative impact sensitivity and consumer purchasing decision-making style is grasped through the combing of domestic and foreign relevant literature, and then the theoretical model is constructed and the research hypothesis is put forward. Sample data are obtained on the basis of questionnaire design and scale investigation. The fourth chapter is the data analysis and hypothesis testing, the reliability and internal consistency of the sample data is guaranteed by reliability and validity analysis, the factor structure of variables is understood by factor analysis. Finally, the structural equation model is used to understand the causality between variables in different population environments, and the hypothesis is verified. The fifth chapter of this paper is the conclusions and recommendations of the study, based on the empirical analysis results of the subjective social status and normative impact sensitivity on the impact of consumer purchasing decision-making style research conclusions. According to the conclusion of the research, the author puts forward some pertinent management suggestions to the enterprise marketing practice. Through theoretical analysis and empirical analysis, this paper draws the following conclusions: (1) the sensitivity of normative effects plays an intermediary role in the context of consanguinity. The subjective social status of consumers indirectly affects consumer purchasing decision style through normative influence sensitivity, and for the choice of confused, price-oriented, The influence of the four styles of shopping enjoyment and brand cognition is most significant. (2) under the environment of industry group, consumer's subjective social status directly affects the consumer's purchasing decision-making style. The sensitivity of normative influence plays a regulating role in the process of influence, and strengthens the effect of the original action path. Among them, the influence of these three styles is the most significant. (3) in the geographical group environment, the consumer's subjective social status directly affects the consumer's purchasing decision-making style. The sensitivity of normative influence plays a regulating role in the process of influence, and strengthens the effect of the original action path. Among them, the influence of these three styles is the most significant. (4) in the environment of interest group, consumer's subjective social status directly affects consumer's purchasing decision-making style on the one hand, And the impact on the two styles of shopping enjoyment and brand cognition is more significant; On the other hand, it can indirectly influence the purchasing decision style through the sensitivity of normative influence, which has the most significant influence on the three styles of fashion orientation, brand cognition and impulse purchase. The sensitivity of normative influence has partial mediating effect.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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