本文選題：參照群體 + 面子意識　； 參考：《暨南大學》2011年碩士論文

【摘要】：獨特性消費行為是隨著我國經濟的快速發(fā)展、人們生活水平的不斷提高、消費者自我意識不斷覺醒的背景下逐漸發(fā)展起來的。追求時尚、展現自我個性逐漸成為新一代消費者的愿望。了解消費者最深層次的獨特性需求特點已成為企業(yè)贏得競爭市場的有效手段。因此,研究消費者獨特性需求的影響因素,把握消費者的獨特性消費心理就成為一個極富現實意義的研究課題。 本研究以獨特性需求理論和參照群體影響理論為基礎,選取創(chuàng)造性選擇、非流行性選擇、類似性規(guī)范、規(guī)范性影響、信息性影響和面子意識作為變量,構建參照群體對消費者獨特性需求行為的影響機制研究模型。以青年消費者為調研對象,利用SPSS17.0對樣本進行描述性統計分析、Cranach's Alpha信度分析、效度分析；運用Lisre18.8來進行驗證性因子分析和路徑分析,并依據分析結果來驗證研究假設。 實證研究發(fā)現：規(guī)范性影響對消費者的獨特性需求的三個維度具有顯著的負面影響；面子意識對對獨特性需求的三個維度具有顯著的正向影響；信息性影響僅對獨特性需求的非流行性選擇維度具有顯著的負面影響。研究結果在一定程度上反映了我國消費者的獨特性需求的特點,同時也解釋了我國消費者在消費行為中表現出好勝攀比、從眾等消費現象。 最后,本文在實證研究結果的基礎上,給企業(yè)的營銷實踐提出了相關的建議：首先企業(yè)應要開始重視消費者的獨特性需求,針對不同的目標消費群體制定不同的產品設計和營銷推廣策略；其次要關注目標消費者所在群體的社會規(guī)范性,避免產品因脫離群體的認可而被市場否認；第三要充分考慮消費者的面子意識,使產品或品牌能展示消費者的個性、身份、地位、形象、成就等,滿足消費者贏得面子的心理訴求；最后企業(yè)要在產品設計和廣告宣傳上不斷創(chuàng)新,滿足消費者對新穎、時尚的心理追求。
[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.
【學位授予單位】：暨南大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：F713.55;F224

【引證文獻】

相關碩士學位論文 前1條

1 丁攀;消費者對仿冒品的感知價值及購買意向的影響因素研究[D];西南交通大學;2013年

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本文編號：1917800