营销科学学报

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欲拒还迎?混合型参照群体对消费者购买意愿的双向影响机理——基于中国土豪群体的扎根理论研究

孙洪杰,邵欣瑶,张全成,熊素红   

  1. 孙洪杰,通讯作者,重庆工商大学商务策划学院教授,博士,Email:sunnycq@163.com
    邵欣瑶,宁夏省农行银川兴庆支行,硕士,Email:461978571@qq.com
    张全成,四川师范大学商学院教授,博士,Email:zhang_529529@126.com
    熊素红,重庆工商大学商务策划学院副教授,博士,Email: susanxsh@163.com
  • 出版日期:2018-03-30 发布日期:2019-04-19
  • 基金资助:

    本研究得到国家自然科学基金面上项目(71472018;71672120),教育部规划基金项目(17YJAZH096),重庆市基础研究与前沿探索项目(cstc2018jcyjAX0044)资助。


To refuse and welcome? The Bidirectional Effect Mechanism of Hybrid Reference Group on Consumers' Intention to Purchase: Study on Tuhao Group in China Based on Grounded Theory

Sun Hongjie,Shao Xinyao, Zhang Quancheng, Xiong Suhong   

  1. Sun Hongjie,Strategical Planning College, Chongqing Technology and Business University;
    Shao Xinyao, Agricultural Bank Yinchuan Xingqing Sub-branch, Ningxia Province;
    Zhang Quancheng,School of Business, Sichuan Normal University
    Xiong Suhong,Strategical Planning College, Chongqing Technology and Business University;
  • Online:2018-03-30 Published:2019-04-19

摘要:

中国土豪是根植于特定经济社会文化情境下的社会群体,于近年来借助社交媒体引发了国内外的广泛关注,并已经成为中国营销实践中不可忽视的参照群体,对消费者产生了重要的影响。本研究基于中国土豪群体的特色化情境,通过规范的扎根理论,系统解构了土豪群体和土豪产品的特征,揭示了土豪产品的多元效用,并构建了土豪群体对消费者购买意愿的双向影响机理模型。本研究发现并界定了混合型参照群体,扩展了参照群体的类型,探索了土豪群体以土豪产品为载体的传导机理和情境因素的调节作用,有助于深入理解中国特殊情境下的土豪群体及其影响下的消费行为,有助于中国情境下营销理论的发展,并为企业营销实践提供了决策的依据。

关键词: 土豪, 购买意愿, 混合型参照群体, 扎根理论

Abstract:

Chinese Tuhao are rooted in the specific economic, social and cultural context of China,  and caused widespread concern at home and abroad with social media in recent years, and has become China's marketing practice that can not be ignored with the important impact on consumers. Based on the Special Chinese Context, this paper systematically deconstructs the characteristics of Tuhao and Tuhao products, and reveals the multiple utility of Tuhao products, and constructs the two-way influence mechanism of Tuhao groups on consumers' purchase intention model. This study identifies and defines hybrid reference group, expands the types of reference groups, and explores the transmission mechanism of Tuhao and the adjustment of situational factors. The results help to understand the relationship between the Tuhao in the special situation and the consumer behavior under the influence of China's marketing situation, and will help promote the development of the theory based on Chinese context, and provide a basis for decision-making in marketing practice for enterprises.

Key words: Tuhao, Purchase intention, Hybrid reference group, Grounded theory