Network Social Relationship On The Influence Of Consumers’ Purchase Decision Study

In China, when consumers buy goods, you want to make purchasing decisions, in addition to the factors of products prices、products quality and the fungibility of other similar products, you need to consider another unique cultural influence factor: guanxi. when the age developed to the internet, the network social relationship and the realistic social relationship is not only correlate but also discriminative, so how does it affect consumers’purchase decision?Firstly, the article summarize the research of the network social relationship by the scholar, and put forward ideas of this paper, and we summarize the relevant theory about purchase decision。Next, according to the nature of realistic relationship and the network, based on the research of literature, we divide the network social relationship:relationship building, relationship maintaining, relationship benefits。 When we analyze the purchase decision, based on the scholar’s research, we think consumers do the purchase decision if they show the willingness to buy, and to the practical factors, we add a concept:advertisement willingness。Then we put forward assumption of each element, and we structure the theory model of the network social relationship how to influence the consumers’purchase decision。The article will focus on the weichat friends circle and QQ space。In both relational model, the relationship network is close, the construction manner of the relationship divide the article’s direction of research。Because of the closed network is not easy to obverse, so this article will study to determine the relationship between two individuals, when we do the survey, we can get the data more directly。Article assumes three dimensions of the network social relationship have a positive influence on purchase decision and the advertisement willingness.From the results, the relationship maintaining have the positive influence on the purchase decision and advertising willingness, the basis of relationship between individuals created no significant effect on the purchase decision and the advertising willingness。On the basis of empirical analysis, we make some advices to the relationship circle’s merchant。Finally, we come up with the shortcomings of the research, and we do the expectation of the article’s mainthesis。...