群体理论视角下消费者参与程度研究

群体因素在研究消费者行为中的参与活动及其参与水平时非常重要。本文从实证角度验证了群体理论对消费者参与程度的影响。通过对283名参与过群体活动的消费者进行调查,根据SPSS和LISREL的因子分析和结构方程分析结果可以得出结论:群体因素对消费者参与有着明显的影响,其中包括社会助长作用、去个体化、群体极化、群体规范、从众等因素。同时,群体因素会对消费者参与俱乐部等群体消费行为产生显著影响。

Study of Consumer Participation Based on Group Theory Perspective

The group factor is very important for the researches on participation level and behaviors.From the investigation of 283 consumers who used to participate in group activities,the influence of group theory to the level of consumer participation has been proven through Empirical methods,SPSS and LISREL.It＇s found that the level of participation will be marked in-fluenced by the group factor significant,such as social facilitation,social loafing,deindividuation,group polarization,group think and conformity.The consumer behavior will be marked influenced by the group factor such as the consumption of club.