【摘要】 在传统参照群体理论的基础上引入网络参照群体概念,构建了参照群体影响机制的扩展模型,并运用结构方程模型实证研究网络参照群体对大学生群体购买决策的影响程度.研究结果显示:网络参照群体对大学生群体购买决策的影响作用非常显著;扩展模型中的渴望群体因子和恋人因子对年轻大学生的购买决策具有显著影响,该研究对相关企业和组织的市场策略和电子商务发展等具有参考价值。更多还原

【Abstract】 Based on the traditional theory of reference group,this reseaarch constructed an extended influence mechanism model of reference group by introducing the concept of Internet reference group.Then we used the structural equation modeling to approach the influence of the Internet reference group on the buying decision of university students.The results showed that the influence is significant.And the factors of desire group and lover also have obvious impacts.This research can contribute to the marketing decision and the development of e-business for some related companies and organizations.更多还原