奢侈品牌与大众品牌:购买决策中参照群体影响差异研究

Luxury Brand and Mass-market Brand: Differences in Reference Group Influence

基于参照群体影响理论,本次研究目标是考察消费者在奢侈品牌和大众品牌购买决策中,参照群体影响程度的差异。实证研究结果表明:(1)消费者在不同消费情境、不同声望品牌的产品购买决策中,所受参照群体影响的程度差异显著;(2)消费者在奢侈品牌的购买决策中,受信息性影响的程度显著高于在大众品牌购买决策中的影响;(3)消费者在公开消费品的购买决策中,受功利性影响与价值表达性影响的程度显著高于私下消费品购买决策中所受的这两类影响。研究的管理意义在于帮助企业和市场营销人员利用参照群体影响效用来制定合理的品牌信息交流策略。

According to Reference Group Influence Theory, this study tests the differences in reference group influence between publicly and privately consumed products and luxury brand and mass-market brand. The study finds that reference group influence is more significant in purchase decision of luxury brand and publicly consumed products. Informational and value-expressive reference group influences are particularly sensitive for purchase decision of luxury brand. Utilitarian and value-expressive reference group influences are particularly sensitive for purchase decision of publicly consumed products.