Research on the Relationship between Different Types of Reference Group Influence and Residents’ Consumption Intentions
GONG Xiushuang，XU Lei，LI Zhilan，LU Jianfei，JIANG Lin，ZHANG Yadan
1. Renmin University of China, Beijing, China; 2. Beijing University of Technology, Beijing, China; 3. Henan University of Economics and Law, Zhengzhou, China; 4. State Grid Energy Research Institute Co., LTD., Beijing, China
Abstract Analyzing nationwide data collected from more than 1000 samples by using multiple regression method, the current research explores the relationship between reference group influence and residents’ consumption intentions as well as the underlying mechanism. Results indicate that both the informational influence and normative influence of reference group have positive effects on residents’ consumption intentions, with consumption knowledge and consumption trust playing mediating roles between reference group influence and consumption intentions. The findings shed new light on the empirical research on reference group influence, consumer psychology and consumption intentions.
