社会比较倾向对消费者购买决策的影响

doi:10.16381/j.cnki.issn1003-207x.2020.1711

Abstract

Abstract:

Based on consumer decision model theory， goal theory， the influence of social comparison tendency on consumer purchase decision is discussed from the perspective of emotional-rational decision in marketing field. The study was carried out by experimental method， and a total of 4 experiments were designed for verification. The research shows that consumers' social comparison tendency has a significant impact on consumption decisions. Consumers with high social comparison tendency are more inclined to buy hedonic products， while those with low one are more inclined to buy practical products. This study has enriched the research of the psychological variable of social comparative tendency in the field of marketing， and provided suggestions for merchants to promote the sale of different types of products， and also helped to avoid the risk caused by consumers' impulsive consumption.

Key words: social comparative tendencies, self-affirmation, consumer decision-making, hedonic goods, practical goods

CLC Number:

F270

Cheng Che,Guohua Wu,Zhihong Zhang. Research on the Influence Mechanism of Social Comparative Tendency on Consumers' Purchase Decision——Based on the Perspective of Emotion-rational Decision[J]. Chinese Journal of Management Science, 2024, 32(3): 257-265.

Figures/Tables 6

References 38

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		B	Bootstrap
			偏差	标准误差	显著水平	95%置信区间
			偏差	标准误差	显著水平	下限	上限
模型一	社会比较倾向	-1.196	-0.028	0.439	0.004	-2.115	-0.380
模型一	常量	0.758	0.024	0.329	0.012	0.174	1.476
模型二	社会比较倾向	-0.890	-0.019	0.489	0.048	-1.875	-0.024
	决策风格	0.605	0.044	0.285	0.014	0.127	1.253
	常量	-1.763	-0.147	1.201	0.107	-4.410	0.314

Research on the Influence Mechanism of Social Comparative Tendency on Consumers' Purchase Decision——Based on the Perspective of Emotion-rational Decision

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References 38

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