Research On The Influence Of Network Reference Group On Consumers' Continuous Purchase Intention

With the continuous innovation of the Internet plus mode,more and more people are addicted to online communication and online consumption activities.Researchers pay more attention to the influence of network information security,network trust,business reputation,public response,virtual community and purchase feedback on decision-making and purchase intention.However,with the emergence of the reference leading mechanism formed by the development of network in the new era,relevant research should also be further innovated.Based on the S-O-R and Social impact theories,this paper defines the concept of basic network reference group,puts forward relevant research hypotheses,and constructs the main model.In addition,by the method of literature research,the paper divides the dimensions of the independent network reference group into three dimensions: informational,normative and interactive;consumer purchase intention as the dependent variable,customer perceived value as the mediating variable,and divided into three dimensions: perceived function,perceived emotion and perceived cost.After obtaining data through questionnaire survey,data analysis and processing are carried out with SPSS 21 and Amos software to verify the hypothesis,and the following conclusions are drawn: 1)the normative and interactive influence of network reference group,except for information,has a significant role in promoting consumers' purchase intention.2)Perceived functional value,perceived emotional value and perceived cost value all positively affect consumers' purchase intention.3)Among the three dimensions of the influence of the informativeness,normalization and interactivity of the network reference group on the perceived value of customers,all the other hypotheses are passed except that the informativeness positively affects the perceived cost value and the normalization positively affects the perceived cost value.4)According to the three dimensions of customer perceived value,except that the mediating effects of perception function on interactivity and consumer purchase intention,as well as the mediating effects of perception cost on informativeness and consumer purchase intention are not significant,other hypotheses pass.Therefore,according to the relevant survey and hypothesis test results,combined with the current situation of maintaining customer loyalty,the paper puts forward the following measures for the development of maintaining customer purchase intention:(1)strengthen the attention and training of network reference groups.First of all,do a good job of comprehensive product information promotion.Secondly,in network marketing and marketing,we should not only pay attention to the transparency of product information,but also pay attention to the basic leadership of the network reference group,identify the most concerned network groups in the target customer group,and establish good cooperation and communication channels with them.Finally,we should attach importance to the interactive experience between consumers and network reference groups.(2)Carry out channel mining and make full use of the influence channels of network reference groups.(3)Pay attention to consumers' process experience value process experience value.Through the study of the relationship among the network reference group,consumer purchase intention and customer perceived value,this paper improves the network reference group influence theory in consumer behavior.According to the intermediary utility of customer perceived value,the application of customer perceived theory in the field of consumer behavior is expanded.The research results of this paper will help enterprises better understand the influence of consumers' purchase intention on the network reference group,and have guiding significance for the information transmission of enterprises and the formulation of marketing strategies.