Empirical Research about the Effect of Reference Group on Consumers’ Need for Uniqueness
|Keywords||reference group influence Face consciousness consumer’s need for uniqueness SEM|
With the markedly growing of our country’s economy, the quality and quantity of people’s life becoming better and better and the self-consciousness of consumer is awaking, Consumers’ need for uniqueness is developing gradually. To pursue fashionable、self-expression has gradually became the new generation consumer’s desire. Understanding the deepest level of Consumers’ need for uniqueness has become the effective measure to win the competitive of our enterprise. So, studying the influence factor of consumers’ need for uniqueness and grasping the consuming psychology has became a important research subject.This study based on the theory of consumers’ need for uniqueness and reference group influence, took the creative choice, unpopular choice, avoidance of similarity、normative influence, information influence as variable to construct the research model.the research with young consumers for investigation object, used SPSS 17.0 for descriptive statistical analysis, Cranach’s Alpha reliability analysis,validity analysis and variance analysis, used Lisrel8.8 for confirmatory factor analysis and path analysis,and based on results of the analysis to verify the hypothesis.The thesis came up with these main conclusions as follows; Normative has a remarkable negative influence to consumer’s need for uniqueness; Information only has a remarkable negative influence to the unpopular choice; Face consciousness has a remarkable positive influence to consumer’s need for uniqueness. The results in a certain reflected the characteristic of consumer’s need for uniqueness and explained the phenomena of compare、conformity showed in our country.Finally, based on the empirical analysis, we put forward some suggestions for the marketing practice of enterprise:firstly, enterprise should be paying attention to consumer’s need for uniqueness, in view of the different target consumption group for different product design and marketing strategy; Secondly, enterprise should concern the social norm, avoid the products being denied by the market because of which divorced from groups. Thirdly, enterprise should fully consider consumers face consciousness; the product or brand should show consumer’s individuality, identity, status, image, achievement, to meet the demands of winning face psychological. Finally, enterprise has to make innovation of product design and advertisement to meet the demands of new and fashionable.