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本文以服务型产品(银行卡)作为研究对象,验证产生于西方的参考群体影响理论(规范性影响和价值表达影响)是否在中国文化背景下同样适用,是否对具有不同消费价值观的消费者同样适用;如果适用,在不同的文化背景、不同的消费价值观认知情景下,参考群体的影响效应是否存在差异等。研究结果表明,宏观文化背景、消费价值观与参考群体影响是三个相互影响的变量;在中国文化背景下,持有不同消费价值观的消费者对参考群体影响的反应效应是存在差异的。
In this paper, service-oriented products (bank card) as the object of study to verify whether the reference group impact theory (normative impact and value expression impact) originated in the West is equally applicable in the context of Chinese culture, whether consumers with different consumer values Applicable; if applicable, whether there are differences in the impact effects of reference groups under different cultural backgrounds and different perceptions of consumer values. The results show that macro-cultural background, consumer value and reference group influence are three mutually influential variables. Under the Chinese cultural background, consumers with different consumer values have different response effects on reference group.