An Study Of Consumer Knowledge Influence On College Students Conformity Behavior

In recent years, the number of college students is increasing every year. They lead the trend of consumption as an important force, and more and more scholars have been taking attention of their consumer psychology and consumer behavior. Students do have higher brand loyalty than other people, and also they have high lever of knowledge and strong product market-leading ability, so lots of people either in bussiness field or in theory field pay more attention on consumer psychology and consumer behavior.In previous studies, scholars have only paid attention to confirmity, they neglected the behavior which have no confirmty. At the same time, it is very scare that how to balance self-veiws and group opinion.In this study, based on previous studies about social psychology, marketing, consumer behavior, taking a new individual variable——the impact of consumer knowledge into our model, and analysing the inter-effection of this variable and other variables, we find that this variable can be well explained the behaviors of conformity or non-conformity in the face of pressure groups in certain conditions.According to the purpose of this study, the author adopted the experimental method, and we found that the phenomenon of confirmity is not significant in the case of consumer knowledge regardless of visible products or invisible products, on the other hand, the confirmity will be the strongest in the case of low consumer knowledge for visible product.In this study we also found that the negative feedback have more significant impact on individual students than positive feedback, especially for those people with low negative feedback.The innovation of this study is that we investigated the personal factors of confirmity, and added a new variable-consumer knowledge,which can enrich and improve influential factors of confirmity model in marketing field.