参照群体对消费者独特性需求的影响实证研究

发布时间：2018-05-21 04:38

本文选题：参照群体 + 面子意识　；参考：《暨南大学》2011年硕士论文

【摘要】：独特性消费行为是随着我国经济的快速发展、人们生活水平的不断提高、消费者自我意识不断觉醒的背景下逐渐发展起来的。追求时尚、展现自我个性逐渐成为新一代消费者的愿望。了解消费者最深层次的独特性需求特点已成为企业赢得竞争市场的有效手段。因此,研究消费者独特性需求的影响因素,把握消费者的独特性消费心理就成为一个极富现实意义的研究课题。本研究以独特性需求理论和参照群体影响理论为基础,选取创造性选择、非流行性选择、类似性规范、规范性影响、信息性影响和面子意识作为变量,构建参照群体对消费者独特性需求行为的影响机制研究模型。以青年消费者为调研对象,利用SPSS17.0对样本进行描述性统计分析、Cranach's Alpha信度分析、效度分析；运用Lisre18.8来进行验证性因子分析和路径分析,并依据分析结果来验证研究假设。实证研究发现：规范性影响对消费者的独特性需求的三个维度具有显著的负面影响；面子意识对对独特性需求的三个维度具有显著的正向影响；信息性影响仅对独特性需求的非流行性选择维度具有显著的负面影响。研究结果在一定程度上反映了我国消费者的独特性需求的特点,同时也解释了我国消费者在消费行为中表现出好胜攀比、从众等消费现象。最后,本文在实证研究结果的基础上,给企业的营销实践提出了相关的建议：首先企业应要开始重视消费者的独特性需求,针对不同的目标消费群体制定不同的产品设计和营销推广策略；其次要关注目标消费者所在群体的社会规范性,避免产品因脱离群体的认可而被市场否认；第三要充分考虑消费者的面子意识,使产品或品牌能展示消费者的个性、身份、地位、形象、成就等,满足消费者赢得面子的心理诉求；最后企业要在产品设计和广告宣传上不断创新,满足消费者对新颖、时尚的心理追求。
[Abstract]:With the rapid development of economy, the improvement of people's living standard and the awakening of consumers' self-consciousness, the unique consumption behavior develops gradually. The pursuit of fashion and the display of self-personality gradually become the desire of a new generation of consumers. Understanding the characteristics of consumers' deepest unique needs has become an effective means for enterprises to win the competitive market. Therefore, studying the influencing factors of consumer's unique demand and grasping consumer's unique consumption psychology have become a research topic of great realistic significance. Based on the theory of unique demand and the theory of reference group influence, this study selects creative choice, non-epidemic choice, analogous norm, normative influence, informational influence and face consciousness as variables. The research model of the influence mechanism of reference group on consumer's unique demand behavior is established. Taking young consumers as the research object, we use SPSS17.0 to analyze the reliability and validity of Cranachus Alpha, and use Lisre18.8 to analyze the confirmatory factor and path, and verify the hypothesis according to the analysis results. The empirical study shows that normative influence has significant negative influence on the three dimensions of consumers' unique demand, face consciousness has a significant positive impact on the three dimensions of unique demand. Information impact only has a significant negative impact on the non-epidemic selection dimension of unique needs. The results of the study to some extent reflect the characteristics of the unique needs of consumers in China, but also explain the consumption phenomenon of Chinese consumers in the consumption behavior, such as competitive comparison, conformity and so on. Finally, on the basis of the empirical research results, this paper puts forward some relevant suggestions to the marketing practice of enterprises: first, enterprises should begin to attach importance to the unique needs of consumers. Different product design and marketing promotion strategies should be made for different target consumer groups; secondly, attention should be paid to the social norms of the target consumers, so as to avoid the products being denied by the market because of the recognition of the target consumers. The third is to fully consider the consumer's sense of face, so that the product or brand can show the consumer's personality, identity, status, image, achievement and so on, to meet the psychological demands of consumers to win face; Finally, enterprises should innovate in product design and advertising to satisfy consumers' pursuit of novelty and fashion.
【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F713.55;F224

【引证文献】