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