参照群体对个体消费行为影响因素实证研究

题 目: 参照群体对个体消费行为影响因素实证研究

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学生姓名：

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摘 要

对于参照群体影响的研究跨越了社会学，社会心理学，经济学，经过众多学

者多年的研究，参照群体已经独立成为消费者行为的核心概念。而对参照群体影

响在市场营销上的运用也已经趋向成熟，包括口碑营销，信息轰动。

本文在吸收社会心理学和社会学领域对参照群体的研究基础上，提出关于企

业可控的影响因素—信息源和产品属性，通过探讨两种影响因素对参照群体影响

力和消费者行为和评价的关系，解析消费者行为受参照群体影响的程度，并提出

基于此研究的营销策略，通过产品体验，形成特定消费群体，寻找意见领袖的形

式提升企业的口碑和促使消费者的购买行为。

通过设计问卷，对样本进行测试得出结论。研究表明，当信息传递来自于群

体内部时，与参照群体影响程度成显著正相关，并获得正向产品评价；当产品属

性趋向于享受性时，与参照群体影响程度成显著正相关，并获正向产品评价。

关键词: 参照群体 信息源 产品属性

Title:

Abstract:

The research of reference group influence across the sociology, social psychology and

economics, after many years of research, the reference group has been a core concept

of consumer behavior. In marketing, use of reference group influence has become

mature; include word-of-mouth communication and Buzz.

The basis of research of reference group in sociology and social psychology, in

this paper, we put forward the controllable influence factors on enterprise —

Information Sources and Product Attributes. Through the explore the relationship

between two factors and the degree of reference group influence, analysis the

consumer behavior by reference group influence, and put forward marketing strategy

based on the research, like product experience, consumer groups formation, finding

out opinion leader.

In the survey, we get and analysis the date, at last, we get the conclusion: when

the information comes the group, the degree of reference group is positive correlation

and consumer have a positive comment; when product attributes is tend to hedonic ,

the degree of reference group is positive correlation and consumer have a positive

comment.

Keywords: reference group information sources product attributes

目 次

1．引言.......................................................................................................................... 1

1．1选题背景............................................................................................................... 1

1．2 研究目的和意义.................................................................................................. 1

1．3 文献回顾.............................................................................................................. 1

1．4研究方法............................................................................................................... 2

2．企业可控因素引入的理论基础.............................................................................. 3

2．1 产品属性因素的导入.......................................................................................... 3

2．2信息源因素的导入............................................................................................... 4

3．研究框架和假设...................................................................................................... 5

3．1关于产品属性的假设........................................................................................... 5

3．2 关于信息源的假设.............................................................................................. 5

4．研究设计.................................................................................................................. 6

4．1产品选择............................................................................................................... 6

4．2样本选择............................................................................................................... 6

4．3问卷设计............................................................................................................... 7

5．数据分析.................................................................................................................. 8

5．1数据信度分析....................................................................................................... 8

5．2数据评估方法....................................................................................................... 8

5．3相关性研究........................................................................................................... 9

5．4假说验证............................................................................................................... 9

5．5研究不足............................................................................................................... 9

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