Filiality, Susceptibility To Normative Influence, And Attribute Importance Weights

There are many factors affecting product attribute importance preference by consumer, such as individual factors and external factors. Based on the prior researches, the paper picks up the hypotheses to test the relationship among filiality, susceptibility to normative influence (SNI) and importance placed by the individual on different attributes. And after the empirical study, it is suggested under certain situation there is significant variance between importance by individual placed on internal attributes and importance by individual placed on external attributes, and there is significant relationship between filiality and importance by individual placed on internal attributes. It is further suggested that susceptibility to normative influence (SNI) has a moderating effects of filiality on internal attribute importance weights.