The Empirical Study Of The Influence Of Social Network Service On Conspicuous Consumption: In The Reference Group Influence As The Intermediary Variable

More and more people around the world are spending a lot of time on social networks, for exchange activities, discover and share information effectively. There is no denying that the social network service in people’s daily life, such as social networking site (such as Facebook), the micro blogging site (such as twitter, Sina), photo sharing platform (such as QQ space, WeChat etc.) and video sharing sites (such as YouTube) to play a considerable role in changing the daily work people. This widespread consumption of social network service has made an impact on the way marketers design their marketing activities, particularly in the promotion and distribution of their products. Based on the literature sociology, psychology and marketing this paper studies the emerging consumer phenomenon, not only social networks using intensity and consumer show there is a certain correlation between consumption and the reference group in three dimensions:value effect, utilitarian effect and information effect has the role mediating effect of certain. Then according to this kind of phenomenon this article puts forward 4 hypotheses about the social network use intensity, reference groups and show relations between the correlation of consumption, the 4 hypothesis has a mediating effect as well as the influence of reference group influence and its three dimensions. Then this paper set up the structural equation model to analyze the relationship between them exists and whether the establishment of intermediary effect. Finally, the analysis from the Chinese consumers of the 307 questionnaires collected available sample using SPSS 19.0 and AMOS 19.0 software. The results from structural equation models and draw the corresponding assumptions are established. Therefore, this paper considers the social network and the use of reference group effects is an effective tool to attract one’s attention products demand. In a word this paper extends the research literature on social networks, analysis of the changing of conspicuous consumption behavior. At the same time provides a theoretical basis for the use of advanced communication technology and innovation to meet the virtual life style of new marketing tool for enterprises to.