網絡參照群體對大學生群體購買決策的影響研究.pdf

1、同濟大學經濟與管理學院碩士學位論文網絡參照群體對大學生群體購買決策的影響研究姓名：秦曉敏申請學位級別：碩士專業(yè)：企業(yè)管理指導教師：盛敏20090301AbstractABSTRACTW脅thefastdevelopmentofintemettechnologyinrecentyears，variousinternetapplicationmethodsandtoolshavecanleintopeople’Slife，whichcons

2、tructasecondspaceforhumanlife：avirtualinteractworldAndthisworldisgraduallybecominganindispensablespaceforpeople’sdailylifeAndmoreandmorepeoplealeinvolvedintointernetinterpersonalrelationshipScholarshavenoticedthisoverwhe

3、lmingtrendandlaunchednumbersofresearchesaboutInternetmatters，suchasVirtualCommunityEWOM，OnlineShopping，ElectronicBusiness，etcInthesestudiesconcerningmarketingalemostlyconcentratedonIntemetCredibilityIntemetInformationSou

4、rce，E—WOM，On—lineShoppingDecisionandVirtualCommunityInfluenceHoweverfewpeoplefocusedontheinfluenceofnewreferencegroupwhichhasemergedtogetherwithnewintemetinterpersonalrelationshiponpeople’sbuyingdecisionThisstudyisbasedo

5、ntraditionalreferencegroupinfluencetheoryBytakingcollegestudentstObeourresearchtarget，ltrytOlearnhowtheyareinfluencedbythenewinternetreferencegroupintermsofbuyingdecisionThisresearchCallbeslicedintoseveralpieces：first，tw

6、omodelsareconstructedonbasisofexistingliterature，whichareExtendedModelforReferenceGroupInfluenceandInfluenceMechanismModelofIntemetReferenceGroup，alsothecorrespondinghypothesisaregeneratedSecond，dateanalysesareconductedw

7、ithFactorAnalysis，ReliabilityAnalysis，andSEManalysisonbaseofdatacollectedbyquestionnairesLastly6categoriesreferencegroupsthathavesignificantinfluenceoncollegestudentsareconfirmedTheresultstellthat，theinfluenceintemetrefe

8、rencegroupexertedoncollegestudents’buyingdecisionisconspicuousBesides，theeffectismuchlargerthroughthemodeofNormativeInfluencethanthatofInformationalInfluenceIngeneral，thispaperishelpfulinunderstandingtheinfluencethatinte