大连交通大学管理学院;
从众性消费是指消费者在现实生活中受到团体的购买行为、评价与意图所影响,进而改变自己对产品的评价、购买意图与消费行为,以符合团体期望。基于青少年是所有年龄群体中最可能迫于从众压力的人群这一观点,以大连市中学生为研究对象,探讨青少年从众性消费行为的动机。发现个人特性、群体特性、品牌特性和情境特性各指标对青少年从众性消费行为具有显著的正向影响,服从与驯服这一个人特性对从众性消费行为影响最大,其余依次是社会大众、媒体曝光率、同伴群体、品牌知名度、自信与自尊。性别差异不会对从众性消费行为产生影响。最后指出了研究的局限与未来研究的建议。
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基本信息:
DOI：
中图分类号:C913.5
引用信息:
[1]姜岩.中国青少年从众性消费行为实证研究[J].北京青年政治学院学报,2010,19(04):3-10.
基金信息:
辽宁省社会科学规划基金项目《辽宁城市青少年从众性消费行为实证研究》(批号:L08DRK016)