农民工群体购买意愿形成机理理论框架与实证研究——自我概念一致性、参照群体和感知风险的作用机制
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外国经济与管理 2015 年 第 37 卷第 02 期, 页码：38 - 50
摘要
参考文献
摘要
本文构建了一个基于自我概念一致性和参照群体影响的农民工购买意愿形成机理模型,并通过问卷调查进行了检验。研究结果表明,真实自我概念一致性与理想自我概念一致性对农民工购买意愿具有显著影响;同时,参照群体的信息影响、价值表达影响和功利影响也能够提高农民工的购买意愿;此外,感知风险对真实自我概念一致性、参照群体影响与农民工购买意愿之间的关系具有负向调节作用。在这些结论的基础上,本文提出了相应的企业营销措施及政府政策建议。
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[3]Bearden W O and Etzel M J.Reference group influence on product and brand purchase decisions[J].Journal of Consumer Research,1982,9(2):183-194.
[4]Childers T L and Rao A R.The influence of familial and peer-based reference groups on consumer decisions[J].Journal of Consumer Research,1992,19(2):198-211.
[5]Cunningham S M.The major dimensions of perceived risk[A].in Cox C F(Ed.).Risk taking and information handling in consumer behavior[C].Boston:Harvard University Press,1967:82-108.
[6]Dodds W B,Monroe K B and Grewal D.Effects of price,brand,and store information on buyers’product evaluations[J].Journal of Marketing Research,1991,28(3):307-319.
[7]Escalas J E and Bettman J R.Self-construal,reference groups,and brand meaning[J].Journal of Consumer Research,2005,32(3):378-389.
[8]Garretson J A and Clow K E.The influence of coupon face value on service quality expectations,risk perceptions and purchase intentions in the dental industry[J].Journal of Services Marketing,1999,13(1):59-72.
[9]Kaplan L B,Szybillo G J and Jacoby J.Components of perceived risk in product purchase:A cross-validation[J].Journal of Applied Psychology,1974,59(3):287-291.
[10]Kressmann F,Sirgy M J,Herrmann A,et al.Direct and indirect effects of self-image congruence on brand loyalty[J].Journal of Business Research,2006,59(9):955-964.
[11]Malr L,Krohmer H,Hoyer W D,et al.Emotional brand attachment and brand personality:The relative importance of the actual and the ideal self[J].Journal of Marketing,2011,75(4):35-52.
[12]Onkvisit S and Shaw J.Self-concept and image congruence:Some research and managerial implications[J].Journal of Consumer Marketing,1987,4(1):13-23.
[13]Park C W and Lessig V P.Students and housewives:Differences in susceptibility to reference group influence[J].Journal of Consu-mer Research,1977,4(2):102-110.
[14]Peter J P and Tarpey Sr L X.A comparative analysis of three consumer decision strategies[J].Journal of Consumer Research,1975,2(1):29-37.
[15]Sirgy M J.Self-concept in consumer behavior:A critical review[J].Journal of Consumer Research,1982,9(3):287-300.
[16]Sirgy M J,Grewal D,Mangleburg T F,et al.Assessing the predictive validity of two methods of measuring self-image congruence[J].Journal of the Academy of Marketing Science,1997,25(3):229-241.
[17]Yim C K B,Chan K W and Hung K.Multiple reference effects in service evaluations:Roles of alternative attractiveness and self-image congruity[J].Journal of Retailing,2007,83(1):147-157.
[18]华豫民.基于顾客价值理论的农民工手机购买行为分析[J].中国农村经济,2010,(9):82-90.
[19]贾鹤,王永贵,刘佳媛等.参照群体对消费决策影响研究述评[J].外国经济与管理,2008,30(6):51-58.
[20]姜凌,周庭锐,王成璋.奢侈品牌消费中参照群体影响研究[J].管理科学,2009,(5):81-91.
[21]金晓彤,崔宏静.新生代农民工社会认同建构与炫耀性消费的悖反性思考[J].社会科学研究,2013,(4):104-110.
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[25]应爱玲,朱金福.消费者真实/理想自我概念与品牌个性一致性对品牌偏好的影响研究——以高端教育产品为例[J].数理统计与管理,2008,26(6):971-976.
[26]苑会娜.进城农民工的健康与收入——来自北京市农民工调查的证据[J].管理世界,2009,(5):56-66.
[27]张晶.趋同与差异:合法性机制下的消费转变——基于北京地区青年女性农民工消费的实证研究[J].中国青年研究,2010,(6):58-63.
[28]张新安,厉杰,马源.中国人的面子观与身份消费行为:人际影响敏感度的中介作用[J].营销科学学报,2010,6(4):14-25.
引用本文
金晓彤, 杨潇, 王天新. 农民工群体购买意愿形成机理理论框架与实证研究——自我概念一致性、参照群体和感知风险的作用机制[J]. 外国经济与管理, 2015, 37(2): 38–50.
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