A Study Of The Influence Mechanism Of Reference Group On Status Consumption Intention

In recent years,with the rapid development of China's economy and the improvement of people's living standards,people inevitably show consumption phenomena that do not match their self-identity in their life concept and consumption form.At the same time,in the whole process of consumption,consumers will evaluate themselves according to various external things,and according to the research of consumer behavior,among the many influencing factors,the reference group has the most important influence on consumer evaluation.The reference group has an influence on the individual behavior by influencing consumers' own evaluation,and the effects of external clues often play an enlightening role in individual consumption decisions.However,most of the studies on the influence of reference groups on status consumption are based on psychology and sociology.There are relatively few studies from the perspective of marketing,while there are fewer cross-disciplinary studies.Based on the previous researches on status consumption,this paper studies the influence of reference groups on status consumption behavior from the perspective of psychological mechanism by using marketing theory and other basic theories.First,this paper sort out the conceptual relationship of reference group influence,status concern,status consumption intention and upward sensitivity in detail,and clarifies the research status of each variable element and the corresponding achievement understanding.On this basis,the measurement items and scales of each variable are set up,and the questionnaire and statistical analysis are carried out in order to explore the influence mechanism of the reference group on the consumer status consumption intention.This paper explores the relationship between the reference group's influence on status consumption willingness from the following two aspects: first,introducing status concern as an intermediary variable,and second,taking the upward comparative sensitivity in social comparison as a moderator variable.This paper studies the status consumption of consumers under the influence of reference groups from two aspects of "internal" and "external".Finally,through a questionnaire survey,using SPSS 21.0 quantitative statistical software to verify the path relationship between the variables,the following conclusions are drawn:(1)Whether the reference group is informative,valuable or utilitarian is an effective stimulus source of status consumption,can positively affect the formation of status consumption intention;(2)The reference group can positively influence the consumer's status consumption intention,and the status concern plays the role of intermediary variable in it.The stronger the influence of the reference group,the more positive the consumer's status concern will be stimulated,and then the status consumption will be promoted;(3)Upward comparison sensitivity has a significant moderating effect between the reference group and status concern.And the higher the upward sensitivity is,the stronger the positive influence of the reference group on status attention,the more it can stimulate consumption to carry out status consumption.This paper chooses reference group as the entry point of status consumption research,introducesstatus concern and upward comparative sensitivity as mediating variable and moderating variable.And deeply discusses the mechanism of the influence of reference group on status consumption behavior from the perspective of internal factors.The result of this paper is a useful supplement to the research of status consumption,and provides an important reference basis for the demand-side reform.For the enterprises facing supply-side reform,the enterprises should deeply understand the potential of status consumption,expand the target customer base of enterprises,and avoid falling behind the times in homogeneous competition.At the same time,enterprises need to comply with the needs of status and devote resources accordingly.At the same time,enterprises need to adapt to the status needs and carry on the corresponding resource investment,take the corresponding social responsibility,guide the consumer to establish the correct consumption idea,finally realize the sustainable growth and development.