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感知价值对参照群体与消费者冲动购买意愿的中介作用 被引量:7

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摘要 消费者的消费选择,并不完全是其个人的独立选择。为了面子、地位、认可,甚至和谐的人际关系,消费者往往表现出强烈的冲动购买意愿。参照群体促进消费者产生冲动购买意愿,将感知价值作为中介变量,可以帮助更好地解释两者之间的关系。利用LIRSEL8.8软件验证参照群体、感知价值和消费者冲动购买意愿各概念的结构效度和区分效度,研究结果表明,参照群体与消费者冲动购买意愿显著正相关,感知价值在两者间起部分中介作用。
出处 《探求》 2013年第4期64-70,共7页
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