Actor Reference Group Influence On Purchase Intention Of Chinese Female Audience

Early 2014, the Korean drama "You come from the stars" by the unusually warm sought after in China, apparel, cosmetics using heroine, and even her favorite fried chicken and beer are competing to become the talk, but brought back Their desire for consumption, where the female audience is undoubtedly the most significant influence by the Korean people. Regardless of the products and brands are intentionally implanted or "unintentional", now see women play and watch the program, followed by "screen" shopping, has become a kind of consumption patterns.This paper attempts to reference group point of view, to drama, for example,investigate the effect of actor reference group of Chinese female viewers purchase intention. Reference group influence is divided into three dimensions, namely informational influence, utilitarian impact and value of performance effects, reference groups it is through these three impact impact on consumers. This article assumes that have a positive impact on willingness to buy Chinese female audience and the actors with reference to the three affected communities, and there are differences in the impact of these three, the greatest impact on the value of expressive, informational influence followed utilitarian minimal impact.In this paper, literature research methods, collecting and reading a lot about the reference group and consumer willingness to buy domestic and foreign literature,relevant research results were summarized, collate and summarize. Then, through questionnaires, data collection, research object of this paper is China’s Korean female audience. Data collected back paper uses SPSS software to descriptive statistical analysis, reliability and validity analysis, correlation and regression analysis to verify the hypothesis proposed.The results show that there are positive effects on purchase intention female audience and the actors with reference to the three affected communities, and there are differences between these three types of impact, the greatest impact on the value of expressive, informational influence followed utilitarian minimal impact. Finally,according to the research results to companies made corresponding marketing suggestions, also points out the shortcomings of this study and gives recommendations for future research.In this paper, Korean, for example, confirmed that the actor reference group purchase intention of Chinese female audience, different from the perspective of the past, scholars from frequent contact with the consumer reference group from the empirical, but from the perspective of groups eager to explore consumer reference group who purchase intention, which enriches the influence of the reference group on consumer purchase intention. Meanwhile, this paper to China’s enterprises to take advantage of this platform to influence the drama of female consumers’ willingness to buy so as to achieve marketing purposes to provide a reference.