Research on Reference Group Influence on Initial Online Purchasing Decisions
|School||Xi'an University of Electronic Science and Technology|
|Keywords||Reference group influence Technology Acceptance Model For the first time online shopping Structural equation modeling|
The consumer consumer choices largely influenced by social factors, while the reference group is an extremely important factor in the social factors. The first online shopping process faces many uncertainties, consumers will perceive a higher risk than traditional shopping reference group also plays an important role. Reference group theory and technology acceptance model (TAM), the research perspective focused on the consumer's first online shopping process, analysis of the reference group of consumers for the first time the impact of online shopping decisions, in order to help e-commerce operators help from the reference group point of view by the user to the first online shopping and improve customer loyalty and e-commerce sites. The main work of the paper include the following points: First, combing through the literature on the basis of the research, the establishment of a network for the first time based on the consumer reference group influence and TAM share decision-making model and proposed reference group influence hypothesized relationships between the with TAM various factors, and two types of reference groups on consumer online shopping for the first time the decision affect the research hypotheses. Second, recovered 332 valid questionnaires data descriptive statistics using statistical analysis software SPSS17.0 75 small sample questionnaire measured and corrected prior to the initial questionnaire, to ensure the effectiveness and stability of the formal questionnaire; analysis, non-response bias test, to ensure that the differences of the data sources. Third, the use of data analysis software AMOS17.0 is the reference group influence and TAM factors confirmatory factor analysis, structural equation modeling method of integration model reference group influence and TAM empirical analysis. At the same time, the use of SPSS17.0 the two types of empirical analysis, including reliability and validity analysis, regression analysis, mean comparison reference group influence. The empirical results show that: (1) online shopping for the first time, reference group influence consumers' perceived ease of use and perceived usefulness as an external variable, it has continued to affect consumer Internet use intention and purchase behavior intention and actual buying behavior ; (2) the consumer first online shopping by traditional reference group was significantly greater than by the network reference groups, the consumers personality characteristics and product characteristics only adjust the two types of reference groups, some of the impact. Finally, on the basis of empirical research, the paper presents the reference group influence of e-commerce marketing strategies: traditional reference group influence the main guide consumers their first online shopping, a clear expression of the value of personalized inspire consumers interested in online shopping and share consumer experience, and repurchase behavior, which brands play an important role in the promotion and word-of-mouth marketing.