【摘要】：隨著社會轉型的不斷加快,中國消費群體在購買行為中對于自我意識的重視程度日漸突出,在消費行為中展示個性、體現自信。但同時身處社會導向的文化環境中,個體不可避免的對人際因素具有較高的敏感性,非常關注人際關系背后所隱藏的潛規則以及他人對自己行為的反映、評價。因此在傳統文化與現代文化相互交織并存的社會背景下,中國消費者的消費購買行為是如何在自我能力意識與社會規范這兩種因素的取舍之間進行變換平衡,是一項非常值得研究的事。本文在消費者行為領域引入“參照群體”這一社會學變量,將不同群體環境下消費者的規范性影響敏感性置于理論框架中,探究其與主觀社會地位對于消費者購買決策風格的影響作用。本文前三章,通過國內外相關文獻的梳理,把握主觀社會地位、規范性影響敏感性以及消費者購買決策風格三者之間的理論關系,從而構建理論模型,提出研究假設。在問卷設計、規模調研的基礎上獲取樣本數據。第四章是數據分析與假設檢驗,本文通過信效度分析保證樣本數據的可靠性與內部一致性;通過因子分析了解變量的因子結構;最后通過結構方程模型了解不同群體環境下變量因子間的因果關系,驗證研究假設。本文第五章是研究結論與建議,針對實證分析結果獲知主觀社會地位和規范性影響敏感性對于消費者購買決策風格的影響關系的研究結論,并根據研究結論對企業營銷實踐提出具有針對性的管理建議。文本通過理論分析與實證分析,主要得出以下結論:(1)在血緣群體環境下,規范性影響敏感性具有中介效應作用,消費者主觀社會地位通過規范性影響敏感性間接影響到消費者購買決策風格,并且對于選擇困惑型、價格導向型、購物享受型以及品牌認知型這四種風格的影響作用最為顯著。(2)在業緣群體環境下,消費者主觀社會地位直接影響消費者購買決策風格,規范性影響敏感性在這個影響過程中具有調節作用,強化了原有的作用路徑影響效果。其中,對于時尚導向型、品質追求型和品牌認知型這三種風格的影響作用最為顯著。(3)在地緣群體環境下,消費者主觀社會地位直接影響消費者購買決策風格,規范性影響敏感性在影響過程中具有調節作用,強化了原有的作用路徑影響效果。其中,對于選擇困惑型、價格導向型、品牌認知型這三種風格的影響作用最為顯著。(4)在趣緣群體環境下,消費者主觀社會地位一方面直接影響消費者的購買決策風格,并對于購物享受型和品牌認知型這兩種風格的影響較為顯著;另一方面又會通過規范性影響敏感性來間接影響其購買決策風格,對于時尚導向型、品牌認知型和沖動購買型這三種風格的影響最為顯著。規范性影響敏感性具有部分中介效應作用。
[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.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.55

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