从众消费动机结构维度与测量的探索性研究
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摘要
从众消费行为创造商业价值,但从众消费动机仍缺乏探讨。从消费者群体影响和自我理论的视角,对从众消费动机的构成维度进行理论探讨与归纳总结,初步构建出测量从众消费动机的研究量表,对苹果手机用户进行问卷调查,获取所需研究数据,采用探索性因子分析提取出社会认同动机、自我认同动机、地位显示动机、自尊提升动机的4个公因子,构建从众消费动机的四维度模型。然后对每个维度进行信度分析后最终发现,社会认同动机包含7个题项,信度水平α=0.918;自我认同动机包含5个题项,信度水平α=0.893;地位显示动机包含4个题项,信度水平α=0.850;自尊提升动机包含3个题项,信度水平α=0.739,因此量表具有比较良好的可靠性。最后,对测量的效度进行检验,每个维度的平均方差提取量(AVE)均在0.5以上,AVE的平方根均大于该维度与其它维度的相关系数,表明量表具有较好的收敛效度和区别效度。
The consumer conformity creates the commercial value,but the motivation of consumer conformity is still short of discussion.Based on consumer groups and the theoretical perspective of self,this paper discussed the dimension composition of the motivation of consumer conformity and constructed preliminary scale for the measurement of consumer conformity.By the survey on apple's mobile phone users,research data were obtained.Using exploratory factor analysis to extract the social identity motivation,self-identity motivation,status display motivation,self-esteem,motivation,a model of four dimension for consumer conformity motivation was constructed.After the reliability analysis of each dimension,it is found that the social identity motivation contains 7 items,with the level of reliability α=0.918.Self-identity motivation includes 5 items,reliability level α=0.893;The status display motivation contains 4 items,the level of reliability α=0.850;Motivation of self-esteem improvement contains 3 items,with the reliability α=0.739.The scale has good reliability.Finally,the validity of measurement was tested.The average variance extraction(AVE)of each dimension was above 0.5,and the square root of AVE was greater than the correlation coefficient between this dimension and other dimensions,indicating that the scale had better convergence validity and discrimination validity.
The consumer conformity creates the commercial value,but the motivation of consumer conformity is still short of discussion.Based on consumer groups and the theoretical perspective of self,this paper discussed the dimension composition of the motivation of consumer conformity and constructed preliminary scale for the measurement of consumer conformity.By the survey on apple's mobile phone users,research data were obtained.Using exploratory factor analysis to extract the social identity motivation,self-identity motivation,status display motivation,self-esteem,motivation,a model of four dimension for consumer conformity motivation was constructed.After the reliability analysis of each dimension,it is found that the social identity motivation contains 7 items,with the level of reliability α=0.918.Self-identity motivation includes 5 items,reliability level α=0.893;The status display motivation contains 4 items,the level of reliability α=0.850;Motivation of self-esteem improvement contains 3 items,with the reliability α=0.739.The scale has good reliability.Finally,the validity of measurement was tested.The average variance extraction(AVE)of each dimension was above 0.5,and the square root of AVE was greater than the correlation coefficient between this dimension and other dimensions,indicating that the scale had better convergence validity and discrimination validity.
引文
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[18]陈鹏.消费价值观对大学生信用消费影响的实证分析[J].技术与创新管理,2013,34(04):397-400+410.
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[23]Rosenberg M.Self esteem and the adolescent(Economics and the Social Sciences:Society and the Adolescent SelfImage)[J].New England Quarterly,1965,148(2):177-196.
[24]韦嘉,张进辅,毛秀珍.修订版罗森博格自尊量表在中学生群体中的试用(英文)[J].中国临床心理学杂志,2018,26(04):629-637.
[2]Lascu D N,Zinkhan G.Consumer conformity:review and applications for marketing theory and practice[J].Journal of Marketing Theory and Practice,1999,7(3):1-12.
[3]代祺,周庭锐,胡培.情境视角下从众与反从众消费行为研究[J].管理科学,2007(04):38-47.
[4]斯蒂芬·沃切尔.社会心理学[M].江苏:江苏教育出版社,2008.
[5]Campbell J D,Tesser A,Fairey P J,et al.Conformity and attention to the stimulus:Some temporal and contextual dynamics.[J].Journal of Personality&Social Psychology,1986,51(51):315-324.
[6]曹虹剑,姚炳洪.对从众消费行为的分析与思考[J].消费经济,2003,19(5):42-45.
[7]高秀峰.网络团购从众行为研究[D].北京:北京邮电大学,2011.
[8]倪倩.网络团购情景下消费者的个体特性和群体特性对从众行为的影响[D].重庆:西南财经大学,2012.
[9]吴佳欣.群体因素对网络团购消费者从众行为的影响分析[D].北京:北京邮电大学,2013.
[10]陈园园.他人语言和行为对消费从众的影响及其心理机制的实验研究[D].重庆:西南大学,2017.
[11]李文慧.社交网站中从众行为对大学生群体网络团购的影响研究[D].武汉:中南大学,2011.
[12]侯亦苗.时尚奢侈品跟潮型从众购买研究[D].浙江:浙江大学,2017.
[13]李颖灏,朱立.社会认同对消费行为影响研究的述评[J].经济问题探索,2013(2):165-170.
[14]迈克尔·所罗门.消费者行为(第12版)[M].北京:中国人民大学出版社,2018.
[15]Holman R.Product use as communication:a fresh appraisal of a venerable topic in Review of Marketing[C]//In:B.M.Enis&K.J.Roering(Eds.),Review of marketing.Chicago:American Marketing Association,1980:106-119.
[16]Mead N L,Baumeister R F,Stillman T F,et al.Social exclusion causes people to spend and consume strategically in the service of affiliation[J].Journal of Consumer Research,2011,37(5):902-91
[17]Cialdini R B,Goldstein N J.Social influence:compliance and conformity[J].Annual Review of Psychology,2004,55(1):591.
[18]陈鹏.消费价值观对大学生信用消费影响的实证分析[J].技术与创新管理,2013,34(04):397-400+410.
[19]Ellemers N,Kortekaas P,Ouwerkerk J W.Self-categorisation,commitment to the group and group self-esteem as related but distinct aspects of social identity[J].European Journal of Social Psychology,1999,29(02-03):371-389.
[20]薛婷.中国人参与集体行动的社会心理规律[D].南京:南开大学,2012.
[21]刘筱丹.90后大学生消费行为与身份认同研究[D].暨南:广西师范大学,2013.
[22]Eastman J K,Goldsmith R E,Flynn L R.Status consumption in consumer behavior:scale development and validation[J].Journal of Marketing Theory&Practice,1999,7(3):41-52.
[23]Rosenberg M.Self esteem and the adolescent(Economics and the Social Sciences:Society and the Adolescent SelfImage)[J].New England Quarterly,1965,148(2):177-196.
[24]韦嘉,张进辅,毛秀珍.修订版罗森博格自尊量表在中学生群体中的试用(英文)[J].中国临床心理学杂志,2018,26(04):629-637.