Influences of Reference Group on Users’ Purchase Intentions in Network Communities: From the Perspective of Trial Purchase and Upgrade Purchase
| Autor: | Shuiping Ding, Jie Lin, Zhenyu Zhang |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Geography
Planning and Development TJ807-830 normative influence Management Monitoring Policy and Law TD194-195 reference group Renewable energy sources Research model Normative social influence 0502 economics and business GE1-350 Product (category theory) informative influence Reference group Environmental effects of industries and plants upgrade purchase Renewable Energy Sustainability and the Environment business.industry 05 social sciences Perspective (graphical) Advertising Online advertising Consumer experience Environmental sciences Upgrade trial purchase 050211 marketing Psychology business 050203 business & management |
| Zdroj: | Sustainability, Vol 12, Iss 10619, p 10619 (2020) Sustainability Volume 12 Issue 24 |
| ISSN: | 2071-1050 |
| DOI: | 10.3390/su122410619 |
| Popis: | Reference group is an important factor influencing users&rsquo purchase in the network communities. The reference group&rsquo s influences involve informative influence and normative influence, and users&rsquo purchases are divided into the trial purchase and upgrade purchase. In different purchases, users have different product information, consumer experience, and purchase attitudes, making different responses to the reference group. Thus, a research model of reference groups&rsquo influences on users&rsquo purchase intentions from the perspective of trial purchase and upgrade purchase is constructed. The model and hypotheses are tested by analyzing 349 valid questionnaires. The results indicate that both informative and normative influences have significant positive effects on users&rsquo trial purchase intentions. Informative influence has a significant positive effect on users&rsquo upgrade intentions, while the normative influence on users&rsquo upgrade purchase intentions is not significant. Both informative influence and normative influence have significant positive effects on trust in the product. Trust in the product has a significant positive effect on trial purchase intentions, but its effect on upgrade purchase intentions is not significant. Purchase involvement positively regulates the relationship between informative influence and trial purchase intentions and negatively regulates the relationship between informative influence and upgrade purchase intentions. The results further enrich the theoretical system of users&rsquo purchase behaviors in a virtual environment. The research can also have important implications for network communities wishing to improve online marketing. |
| Databáze: | OpenAIRE |
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