摘要
以本土消费者为样本,采用实证研究方法就消费者的人际间影响敏感性与独特性需求之间的作用关系进行了分析。通过分析发现,从总体来看本土消费者对人际间影响所持有的敏感性对独特性需求产生了促进作用,这种因果关系在一定程度上解释了中国消费者在消费过程中所体现出的从众、攀比、好面子等独特现象的产生机理。
Based on the previous works, some hypotheses are put forward and the relationship be- tween consumers＇ need for uniqueness and interpersonal influence is analyzed through empirical research methods by sampling local consumers. It is concluded that local consumers＇ susceptibility to interpersonal influence is positively related to the need for uniqueness. Accordingly, this causality makes it understandable for us to some extent many particular phenomena including conformity, keeping up with the Joneses and keeping face of Chinese consumers during the process of consumption.
出处
《管理学报》
CSSCI
北大核心
2012年第2期289-295,共7页
Chinese Journal of Management
基金
国家自然科学基金资助项目(70802021)
关键词
人际间影响性
规范性影响
信息性影响
独特性需求
interpersonal influence
normative influence
informational influence
need for uniqueness
