The Effects Of Social Identity,Self-construal On Purchase Intention

Nowadays, social identity is a useful perspective for self-construction-based consumer research,and we can see a lot of literature on the study of brand and consumer research.The present literature emphasis on the study of the dimetion of the customer and brand relationship, so, the paper puts it on the store that the study of how the customer and relationship influencing people’s purchase intention. People is not only consuming goods and services,but also the meaning and identity. The paper has investigated from the relationship of social identity theory and people’s purchase intention, and it aims to guide the brand building and brand management,also to business activities. Customer has the interest not on the consume but the "meaning "and "identity".When one realize he or she belongs to one particuler social goup, he will realize the seniment and value which the group has brought to him or her.My study is on the basis of the previous study, to investige how the social identity and self constuct influencing people’s perchase intention by experment. It has the social identity and self constuct as the indepenent variable and has the purchase intention as the dependent variable By e-prime programming, the subjects finish the experiment on the computer. We use ANOVA,and moderate effect methods. The results show that:1. Social identity has significant influence on purchase intention2. Self-construal has significant influence on purchase intention.3. For two kinds of self-construal, social identity has different effects on purchase intention., dependent self-construal has significant moderate effects on social identity,but the independent self-construal group don’t have significant moderate effects on social identityOn the one hand, this paper did empirical studies of social identity on the other hand,it indicated some directions for marketing.