Research Of Mechanism Of Impact Of The Consumption Value Based On Consumption Circles On Member's Shared Behavioral Intention

In recent years, the rapid development of social media makes the consumer power based on groups stronger, which has got the extensive concern in the academia and business circles. Kotler pointed that Marketing 3.0 era has come, and the consumption communities constitute the foundation for future marketing. It is important for enterprises in the future that how to build competitive advantage through getting loyalty consumer groups. However, under the influence of Chinese culture, it is difficult to form long-term stable and strong relationship among traditional consumer community of consumers, and the main fuction of communities of greater mobility just remain at the level of information communication, unable to talk from the establishment of group loyalty. This study is based on the soil of the local culture, choosing a new perspective of consumption circles, to interpret the guan'xi between local consumers and the mechanism of groups loyal forming in consumption circles.To answer these questions, this dissertation develops four stages of work surrounding the core concept of "the consumption value based on the consumption circles":(l)the conceptualization of the consumption circles; (2) the conceptualization of the consumption value based on the consumption circles and operationalization measurement of the corresponding components; (3) the exploration of the influence of the consumption value based on the consumption circles to member's shared behavior intention; (4) the exploration of the possible moderator.First, the concept of consumption circle in this study is first proposed in the marketing field, so we need to clarify the nature and characteristics of the consumption circle and its differences from contact with similar concepts. On the basis of the existing literature, we define the concept of consumption circle as having a certain similarity, close-knit, for joint activities of small-scale consumer groups. And by comparing the consumption community and circle similarities and differences, we point out the nature of the consumption circle is a small local consumption community aroud guan'xi. Through analyzing the circle consuming process, summed up four kinds of consumption characteristics of the circle, namely reciprocity, ritual, preference consistency and group polarization.Second, in order to further investigate the driving factors of group behavior in the consumption circles, on the basis of qualitative interviews with the circle consumers and literature review and the concept of the consumption value based on consumption circles is proposed as the core concept of this paper and is defined as the added value that meet consumers'functional, experiential, symbolic needs in the common consuming process with the other circle members. Furthermore this concept is subdivided into five dimensions of value:f information sharing, favor, resonance, social connection and social recognition, and we explore the measurement scale through the survey data, and he test results show that the scale has good reliability and validity.Third, based on Expectancy-value Theory, Social Interaction Theory, Social Identification Theory, Common-bond Identification Theory, the dissertation builds up a conceptual model, in which the consumption value based on circle influence shared behavioral intention via social identity and common-bond identification. And then we test the model empirically. The data results indicate that information sharing value, resonance value and social recognition value has significant positive impact on shared behavioral intention via social identity. Favor value has significant negative effect on shared behavioral intention via social identity. Except for favor value, the other four dimensions all influence shared behavioral intention via common bond.Finally, this dissertation tests the moderating effects of product involvement. The results indicate that product involvement negatively moderates the effects between Information sharing value, resonance value, social connection value and social identity, between Information sharing value, favor value, social connection value and common bond, between Information sharing value, social connection value and shared behavioral intention. Under the influence of product involvement, there are three insignificant effects in the main hypothetical model become significant, pointing out it is an important moderator.The innovations of this dissertation are:(1) This study clarifies the relationship between consumption community and consumption circle, to build a conceptual model of consumption circle, carded a common process of consuming characteristics of the circle for the future related research. (2) Based on the literature review and consumers interview, the dissertation gives the definition of the concept of consumption value based on consumption circle and develops a reliable and valid multi-dimension scale, which helps other scholars to conduct related studies.(3) The dissertation constructs a model that the five dimensions of consumption value based on consumption circle influence member's shaerd behavioral intention indirectly via social identity and common bond, testing the model empirically and also testing the moderating effects of product involvement. The paper extends the studies on the drivers of group consuming behavior and the boundary conditions, which expends field of view for the scholars and managers to cultivate group loyalty in Chinese local.