Study On Impact Of SNI To Consumer Decision-Making Style From The Perspective On Reference Group

With the accelerating social transformation,the Chinese consumer groups in the purchase behavior for self-awareness has become increasingly prominent in the consumer behavior in the show personality,reflecting self-confidence.However,in the cultural environment of social orientation,the individual is inevitably sensitive to interpersonal factors.He is very concerned about the unspoken rules hidden behind interpersonal relationships and others' reflection and evaluation of his own behavior.Therefore,in the context of traditional culture and modern culture intertwined coexistence of Chinese consumers,consumer behavior is how the self-awareness and social norms of the two factors of choice between the balance of change is a very worthy of study thing.This paper introduces the sociological variables of "reference group" in the field of consumer behavior,puts the normative impact sensitivity of consumers in different group environments into the theoretical framework,and explores the influence of subjective social status on consumer purchasing decision style effect.In the first three chapters of this paper,through the combing of domestic and foreign related literature,we can grasp the relationship between subjective social status,normative influence sensitivity and consumer purchase decision-making style,so as to construct theoretical model and put forward hypothesis.The sample data were obtained on the basis of questionnaire design and scale investigation.The fourth chapter is the data analysis and hypothesis testing,this paper through the reliability and validity of the sample data to ensure the reliability and internal consistency;factor analysis through the factorial structure of the solution variables;Finally,through the structural equation model to understand the different groups of environment factors Causality,validation of hypothesis.The fifth chapter is the conclusions and recommendations of the study,empirical results for the subjective social status and normative impact of sensitivity to consumer purchasing decisionmaking style of the relationship between the conclusions of the study,and according to the conclusions of the marketing practice of business targeted Management recommendations.Through the theoretical analysis and empirical analysis of the text,the main conclusions are as follows:(1)In the context of blood group,normative impact sensitivity has mediating effect,consumer subjective social status indirectly influences consumer purchasing decision-making style through normative influence sensibility,and for the selection of perplexed,price-oriented,Enjoy the type and brand awareness of these four styles of the most significant effect.(2)In the context of industry group,consumer's subjective social status directly affects the decision-making style of consumer purchase,and normative influence sensitivity has a moderating effect in this influence process,and strengthen the original role path.Among them,the influence of the three styles of fashion-oriented,quality-seeking and brand-cognition is the most significant.(3)In the geo-group environment,the consumer's subjective social status directly affects the consumer's decision-making style,and the normative impact sensitivity has a moderating effect on the influence process.Among them,the influence of the three styles of choice of confusion type,price orientation type and brand cognition type is the most significant.(4)In the environment of interest group,the subjective social status of consumers has a direct impact on the decision-making style of consumers,which has a significant impact on the two styles of shopping enjoyment and brand cognition.On the other hand,It influences the purchasing decision style indirectly through the influence of normative sensitivity,which has the most significant influence on the three styles of fashion-oriented,brand-cognition and impulse-buying.The effect of normative influence sensitivity is partly mediating effect.