뗚第3?2?卷뻭第뗚4?期웚?上짏海몣管맜理샭科뿆学톧?V?o??ꎮ?????ꎮ??l. 32 ?20?1?0?쓪年8?月퓂?S?h?a??ng?h?a?i? M??an??ag?e??m?e?nt? S??c?ie??nc?e? ??Au??gꎮ.2?0?1?0?? 文컄章헂编뇠号뫅ꎺ:?1?0?05?ꆪ-?9?6?7?9(?2?0?1?0?)?0?4?-ꆪ0?0?6?0?-ꆪ0?4??网췸싧络닎参照헕群좺쳥体对뛔消쿻费럑群좺体쳥购릺买싲决뻶策닟?的뗄影펰响쿬机믺制훆研퇐究뺿?盛쪢敏쏴陆슽晓쿾霞쾼秦쟘晓쿾敏쏴?(?춬同볃济듳大톧学뺭经볃济与폫管맜理샭学톧院풺，ꎬ짏上海몣?2?0?0?0??9?2)? 摘햪要튪?探첽讨쳖网췸络싧参닎照헕群좺体쳥在퓚网췸络싧时쪱代듺背놳景뺰下쿂对뛔购릺买싲者헟的뗄消쿻费럑决뻶策닟的뗄影펰响쿬机믺制훆是쫇研퇐究뺿的뗄中훐心탄，ꎬ在퓚传뒫统춳参닎?照헕群좺体쳥理샭论싛的뗄信탅息쾢性탔影펰响쿬和뫍规맦范랶性탔影펰响쿬的뗄基믹础뒡上짏，ꎬ构릹建붨了쇋网췸络싧参닎照헕群좺体쳥影펰响쿬机믺制훆的뗄简볲单떥模쒣型탍，ꎬ以틔网췸络싧接뷓触뒥度뛈?룟高뗄的大듳学톧生짺群좺体쳥为캪样퇹本놾，ꎬ퓋运폃用뷡结릹构랽方돌程쒣模탍型뗄的랽方法램进뷸行탐实쪵证횤研퇐究뺿;ꎻ뷡结맻果쿔显쪾示，ꎬ췸网싧络닎参헕照좺群쳥体춨通맽过맦规范랶性탔影펰响쿬?뫍和탅信息쾢性탔影펰响쿬对뛔实쪵证횤群좺体쳥的뗄消쿻费럑选톡择퓱行탐为캪产닺生짺影펰响쿬，ꎬ并늢且쟒规맦范랶性탔影펰响쿬的뗄载퓘荷뫉大듳于폚信탅息쾢性탔影펰响쿬的뗄载퓘荷뫉。ꆣ?关맘键볼词듊?网췸络싧参닎照헕群좺体쳥;ꎻ购릺买싲决뻶策닟;ꎻ펰影响쿬机믺制훆?中훐춼图럖分类샠号뫅:ꎺ?F7?1?3?.ꎮ5?5??文컄献쿗标뇪识쪶码싫:ꎺ?A?튻一、ꆢ췸网싧络닎参헕照좺群쳥体综ퟛ述쫶?影펰响쿬表뇭现쿖为캪个룶人죋为캪了쇋获믱得뗃群좺体쳥的뗄赞퓞赏짍(?或믲避뇜免쏢惩돍?(?튻→?)닎参헕照좺群쳥体펰影쿬响믺机制훆?罚랣)?뛸而닉采좡取싺满ퟣ足좺群쳥体웚期췻望뗄的탐行캪为。ꆣ볛价횵值表뇭现쿖性탔影펰?닎参照헕群좺体쳥影펰响쿬是쫇一튻个룶多뛠维캬度뛈的뗄构릹建붨，ꎬ关맘于폚它쯼?响쿬的뗄닺产生짺以틔룶个죋人对뛔群좺体쳥价볛횵值观맛和뫍群좺体쳥规맦范랶的뗄内쓚化뮯?的뗄닢测量솿，ꎬ늻不춬同톧学헟者뗃得돶出的뗄퇐研究뺿结뷡论싛略싔有폐差닮异틬，ꎬ듺代表뇭?为캪前잰提쳡。ꆣ퓚在群좺体쳥规맦范랶内쓚化뮯的뗄情쟩况뿶下쿂，ꎬ룶个人죋对뛔参닎照헕?性탔的뗄描쏨述쫶主훷要튪有폐以틔下쿂三죽种훖:ꎺ?群좺体쳥的뗄响쿬应펦源풴自ퟔ于폚对뛔群좺体쳥的뗄情쟩感룐上짏的뗄和뫍心탄理샭上짏的뗄?(?1?)? ?Ke?l?l?e?y? ?( 1?9?5?2?)?붫将参닎照헕群좺体쳥影펰响쿬划뮮分럖为캪规맦?联솪系쾵，ꎬ벴即컣毋탨需죎任뫎何췢外퓚在的뗄奖붱惩돍，ꎬ룶个쳥体뻍就믡会내按헕照群좺体쳥?范랶影펰响쿬(?n?o?r?m?a?t?i?v?e?)?和뫍比뇈较뷏影펰响쿬(?c??o?mp?a?r?a?t?i?ve?)?两솽?观맛念쓮与폫맦规范랶行탐事쫂，ꎬ좺群쳥体뗄的볛价횵值맛观쪵实볊际짏上己벺经뺭内쓚化뮯?个룶캬维度뛈。ꆣ规맦范랶펰影响쿬即벴一튻룶个人죋接뷓受쫜或믲者헟拒뻜绝뻸某쒳参닎考뾼?成돉为캪了쇋个룶体쳥自ퟔ身짭的뗄价볛值횵观맛。ꆣ?群좺体쳥的뗄意틢见볻、ꆢힼ准퓲则，ꎬ뺡尽솿量좡取뗃得믲或캬维돖持쒳某훖种좺群쳥体的뗄认죏?根룹据뻝以틔上짏论싛述쫶，ꎬ?De?u?t?s?c?h?&?. ?Ge?r?a?r?d?쯹所描쏨述쫶的뗄?可뿉、ꆢ퓞赞탭许ꎬ，믲或뇜避쏢免쒳某훖种좺群쳥体뗄的ퟶ做램法ꆣ。뇈比뷏较펰影响쿬即벴消쿻?规맦范랶影펰响쿬与폫K?e?l?l??ey?的뗄짧社믡会比뇈较뷏实쪵际볊上짏是쫇两솽个룶密쏜?费럑헟者运퓋폃用쒳某룶个群좺体쳥ퟷ作为캪其웤观맛念쓮形탎成돉和뫍决뻶策닟制훆定뚨的뗄?쟐切相쿠关맘的뗄概룅念쓮，ꎬ닎参헕照信탅쾢息理샭论싛认죏为캪，ꎬ짧社믡会펰影响쿬过맽程돌?参닎照헕体쳥系쾵，ꎬ퓚在뻶决策닟过맽程돌中훐进뷸行탐衡뫢量솿、对ꆢ뛔比뇈。ꆣ?냼包몬含在퓚团췅体쳥内쓚部늿，ꎬ짧社믡会뇈比뷏较튲也뎣常뎣常틔以团췅体쳥内쓚形탎式쪽??(2?)? D??e?ut?s??ch?? &. G??er??a?rd? ?(1??95?5?)?쏨描述쫶了쇋两솽种훖类샠型탍?뷸进行탐，ꎬ떱当췅团쳥体뻟具폐有规맦范랶时쪱，ꎬ뻍就믡会引틽发랢比뇈较뷏，ꎬ맦规范랶影펰?的뗄닎参照헕群좺体쳥影펰响쿬:ꎺ信탅息쾢性탔影펰响쿬(?i?n?f?o?r?ma?t?i?ve?)?和뫍规맦范랶?响쿬才닅能쓜产닺生짺。ꆣ另쇭外췢，ꎬ?De?u?t?s?c?h?&ꎦ. ?Ge?r?a?r?d?所쯹描쏨述쫶的뗄?性탔影펰响쿬(??no?r?m?a?t?i?ve?)?。ꆣ탅信쾢息탔性펰影响쿬促듙进뷸参닎照헕群좺体쳥成돉?맦规范랶影펰响쿬可뿉以틔看뾴成돉是쫇价볛值횵表뇭达듯影펰响쿬和뫍功릦利샻性탔影펰响쿬?员풱间볤信탅息쾢的뗄传뒫递뗝。ꆣ这헢里샯的뗄信탅息쾢包냼括삨产닺品욷评움价볛、ꆢ偏욫好뫃?的뗄基믹础뒡，ꎬ뛾二헟者뚼都랴反映펳出돶对뛔群좺体쳥规맦范랶、ꆢ价볛值횵观맛、ꆢ常뎣例샽?或믲者헟任죎何뫎信탅息쾢传뒫递뗝者헟的뗄观맛点뗣，ꎬ或믲者헟通춨过맽语폯言퇔互뮥动뚯，ꎬ?的뗄意틢识쪶。ꆣ?Da?v?i?d?뗈等죋人춨通맽过쪵实횤证调뗷查닩研퇐究뺿得뗃出돶的뗄结뷡?或믲헟者通춨맽过맛观달察쯹所믱获取좡的뗄信탅息쾢oꆣ规맦范랶性탔影펰响쿬包냼括삨使쪹?论싛:ꎺ?De?u??ts?c??h? &. ?Ge?r?a?r?d?提쳡出돶的뗄参닎照헕群좺体쳥影펰响쿬的뗄两솽?得뗃成돉员풱服럾从듓群좺体쳥规맦范랶或믲群좺体쳥期웚望췻的뗄任죎何뫎影펰响쿬。ꆣ?因틲쯘素结뷡构릹늻不펦应该룃再퓙被놻展햹开뾪为캪三죽个룶因틲素쯘。ꆣ功릦利샻性탔影펰?。??)?P?a?r??kꎦ&" L?e?s?s?i?g(?1??97??7?)붫将닎参헕照좺群쳥体뛔对룶个人죋?响쿬뫍和价볛值횵表뇭现쿖性탔影펰响쿬都뚼以틔期웚望췻为캪基믹础뒡剌듌激벤行탐为캪，ꎬ?行탐为캪的뗄影펰响쿬归맩结뷡为캪三죽种훖主훷要튪影펰响쿬方랽式쪽:ꎺ탅信息쾢性탔影펰?늻不论싛是쫇쫔试图춼保놣持돖群좺体쳥认죏同춬以틔强잿化뮯个룶人죋形탎象쿳，ꎬ或믲是쫇?响쿬(?i??n?f?o?r?ma?t?i?v?e?)?、ꆢ릦功샻利탔性影펰响쿬(??ut?i?l??i?t?a?r?i?a?n)?和뫍价볛值횵?럾服从듓群좺쳥体맦规范랶和뫍行탐为캪以틔避뇜免쏢惩돍罚랣，ꎬ뚼都듦存퓚在与폫群좺体쳥?表뇭现쿖性탔影펰响쿬?(v?a?l?u?e?-ꆪ?ex?p?r?e?s?s?i?v?e?)?ꆣ0죧如果맻来살自ퟔ参닎照헕群좺?保놣持돖某쒳种훖联솪系쾵的뗄欲폻望췻，ꎬ也튲就뻍是쫇说쮵，ꎬ헢这솽两훖种펰影响쿬形탎式쪽?쳥体的뗄탅信쾢息퓶增볓加了쇋쿻消费럑者헟폐有关맘特쳘定뚨消쿻费럑情쟩境뺳的뗄知횪?都뚼惊풴自ퟔ于폚规맦范랶压톹力솦。ꆣ参닎照헕群좺体쳥的뗄影펰响쿬通춨过맽三죽个룶独뛀?쪶识，ꎬ믲或쫇是쳡提짽升쇋了쿻消럑费헟者处뒦理샭特쳘定뚨消쿻费럑问컊题쳢的뗄能쓜力솦，ꎬ?立솢过맽돌程发랢生짺作ퟷ用폃:ꎺ룶个쳥体뷓接쫜受짧社믡会탔性펰影쿬响的뗄内쓚部늿化뮯?参닎照헕群좺体쳥就뻍对뛔消쿻费럑者헟产닺生짺了쇋信탅息쾢性탔影펰响쿬。ꆣ功릦利샻性탔??(i?n?t?e?r?n?a?l?i?z?a? t??i?o川??、ꆢ顺쮳从듓(?c??o?mp?l?i?a?n?c?e?)?过맽程돌和뫍认죏同춬?作ퟷ者헟简볲介뷩:ꎺ盛쪢敏쏴，ꆣ늩博쪿士ꎬ，춬同볃济듳大톧学뺭经볃济폫与맜管샭理톧学풺院뢱副뷌教쫚授ꆢ、쮶硕쪿士짺生떼导쪦师ꎬ，훷主튪要듓从쫂事펪营쿺销맜管샭理퇐研뺿究ꎻ;슽陆쿾晓쾼霞ꎬ，춬同볃济듳大톧学뺭经볃济폫与맜管샭理톧学풺院쮶硕쪿士研퇐究뺿?生짺;ꎻ쟘秦쿾晓쏴敏ꎬ，춬同볃济듳大톧学뺭经볃济폫与맜管理샭学톧院풺硕쮶士쪿研퇐究뺿生짺。ꆣ?튻?6。??췲랽쫽뻝
뗚第?4웚期?쪢盛敏쏴，等ꎬ뗈:ꎺ网췸络싧닎参照헕좺群쳥体对뛔쿻消费럑群좺쳥体购릺买싲决뻶策닟的뗄影펰响쿬机믺制훆研퇐究뺿??(i??d?en?t?i?f??i?c?a?t?io?n)?맽过程돌。ꆣ?Bu?r?n?k?r?a?n?t??&. ?C?o?u?s?i?n?e?a?u? 뛾二、ꆢ췸网싧络닎参헕照좺群쳥体펰影쿬响믺机制훆퇐研究뺿??(1??9?7?5 ?)춨通맽过붫将?Ke?l??ma?n?뗄的죽三个룶过맽程돌与폫?De?u?t?s?c??h?&. 내按헕照뒫传统춳닎参照헕群좺体쳥的뗄理샭论싛核뫋心탄，ꎬ닎参헕照좺群쳥体对뛔??Ge?r?a?r??d뗄的솽两因틲쯘素펰影响쿬以틔及벰?Pa?r??k?&. ?Le?s?s?i??g뗄的죽主维캬?쿻消럑费좺群쳥体뻶决닟策的뗄펰影响쿬훷主要튪是쫇춨通맽过탅信息쾢性탔影펰响쿬和뫍规맦?닎参照헕좺群쳥体펰影쿬响相쿠对뛔照헕之횮后뫳提쳡出돶，ꎬ닎参헕照좺群쳥体的뗄规맦范랶?랶范탔性펰影쿬响两솽种훖方랽式쪽。ꆣ在퓚互뮥联솪网췸情쟩境뺳下쿂，ꎬ뛔对于폚新탂的뗄?影펰响쿬或믲者헟通춨过맽顺쮳从듓过맽程돌完췪成돉(?规맦范랶性탔影펰响쿬)?ꎬ.믲或헟者?췸网싧络닎参헕照좺群体쳥类샠型탍，ꎬ웤其펰影쿬响랽方쪽式쫇是탅信쾢息탔性影펰响쿬和뫍?通춨过맽认죏同춬过맽程돌完췪成돉(?价볛值횵表뇭现쿖性탔影펰响쿬)。?ꆣ?맦规范랶性탔影펰响쿬并늢存듦，ꎬ뮹还쫇是룷各不늻相쿠同춬?鉴본于폚此듋，ꎬ릹构建붨了쇋??(뛾二?)췸网싧络닎参헕照좺群쳥体폫与쿻消럑费헟者탐行为캪?췸网싧络参닎照헕群좺体쳥影펰响쿬机믺制훆的뗄简볲单떥模쒣型탍，ꎬ如죧图춼?1所쯹示쪾。ꆣ?췸网싧络뮥互뚯动붨建立솢了쇋网췸络싧使쪹用폃者헟之횮间볤的뗄个룶人죋、ꆢ群좺?쳥ꆢ짧믡맘쾵ꎬ탎돉쇋튻훖탩쓢뗄좺쳥ퟩ횯폫짧믡?信息性影响体、社会关系，形成了一种虚拟的群体组织与社会맘关系쾵。ꆣ헢这킩些탩虚쓢拟좺群쳥体뻟具폐有폫与쿖现쪵实群좺体쳥的뗄共릲性탔ꎺ2릲共?춬同的뗄탋兴趣좤或믲目쒿标뇪，ꎬ돖持탸续뗄的짧社믡会互뮥动뚯交붻流쇷，ꎬ릲共쿭享볛价值횵?맛观，ꎬ믡会풱员맦规퓲则믲或맦规랶范ꆣ。网췸싧络参닎照헕群좺体쳥是쫇"ꆰ틔以网췸络싧为캪?쎽뷩뗄닎헕좺쳥ꆱꆣ놾퇐뺿뛔듋룅쓮뷸튻늽닻쫍?规范性影晌媒介的参照群体"。本研究对此概念进一步阐释캪为，ꎬ췸网싧络닎参헕照좺群쳥体쫇是횸指퓚在个룶人죋的뗄态첬度뛈、ꆢ볛价횵值맛观的뗄形탎?图춼1?췸网싧络参닎照헕群좺쳥体影펰响쿬机믺制훆模쒣型탍?돉成过맽程돌，ꎬ벰及뻶决닟策뫍和탐行캪为맽过程돌中훐，ꎬ냧扮퇝演닎参헕照좺群쳥体角뷇色즫?닉采用폃该룃쒣模型탍的뗄目쒿的뗄是쫇进뷸一튻步늽研퇐究뺿网췸络싧参닎照헕群좺?的뗄网췸络싧虚탩拟쓢群좺体쳥。ꆣ?쳥体的뗄影펰响쿬方랽式쪽，ꎬ뾼考달察웤其쫇是럱否폫与뒫传춳统닎参헕照群좺体쳥一튻样퇹?有폐톧学헟者ퟶ做쇋了튻一쿮项맘关于폚民쏱族ퟥ文컄化뮯对뛔?B2??C电뗧子ퟓ?主훷튪要춨通过맽规맦范랶性탔影펰响쿬和뫍信탅息쾢性탔影펰响쿬产닺生짺作ퟷ用폃，ꎬ以틔?商짌务컱좫全쟲球뮯化进뷸程돌影펰响쿬的뗄研퇐究뺿，ꎬ퇐研뺿究랢发쿖现컄文뮯化能쓜影펰?及벰两솽种훖影펰响쿬方랽式쪽的뗄贡릱献쿗各룷是쫇多뛠少짙。ꆣ基믹于폚此듋，ꎬ本놾研퇐?쿬响消쿻费럑헟者网췸上짏交붻流쇷与폫购릺买싲的뗄欲폻望췻，ꎬ쿻消럑费헟者所쯹处뒦的뗄?究뺿提쳡出돶以틔下쿂假볙设짨=ꎺ?럡丰富뢻쟒且뛠多풪元的뗄文컄뮯化놳背景뺰更룼有폐利샻于폚网췸上짏零쇣售쫛被놻客뿍户뮧?假볙设짨H?1?:ꎺ网췸싧络닎参照헕좺群쳥体的뗄影펰响쿬机믺制훆主훷要튪通춨?接뷓쫜受以틔벰及自ퟔ身짭的뗄扩삩散즢，ꎬ뛸而쿻消럑费헟者훷主뚯动맦规뇜避늻不确좷定뚨?过맽信탅息쾢性탔影펰响쿬和뫍规맦范랶性탔影펰响쿬发랢挥믓作ퟷ用폃;ꎻ?性탔퓲则会믡阻ퟨ碍낭B?2??C电뗧ퟓ子짌商务컱被놻消쿻费럑者헟所쯹接뷓受쫜。ꆣ若죴?볙假设짨?H2?:ꎺ在퓚网췸络싧参닎照헕群좺体쳥影펰响쿬大듳学톧生짺购릺买싲?消쿻럑费者헟愿풸意틢进뷸行탐网췸上짏交붻流쇷，ꎬ쓇那쎴么웤其쯹所퓚在群좺体쳥会믡对뛔?决뻶策닟的뗄两솽种훖方랽式쪽中훐，ꎬ탅信쾢息탔性펰影쿬响랽方쪽式的뗄贡릱献쿗大듳于폚?消쿻费럑者헟的뗄购릺买싲决뻶策닟起웰到떽一튻定뚨的뗄作ퟷ用폃。ꆣ?规맦范랶性탔影펰响쿬方랽式쪽的뗄贡릱献쿗。ꆣ?从듓理샭论싛上짏붲讲，ꎬ튻一킩些탩虚쓢拟짧社쟸区평由폚于웤其在퓚特쳘定뚨领쇬?늻不同춬类샠型탍的뗄群좺体쳥和뫍群좺体쳥特쳘征헷导떼致훂群좺体쳥成돉员풱对뛔?폲域的뗄高룟度뛈专业튵性탔，ꎬ틲因듋此쓜能릻够뛔对쿻消럑费헟者릺购买싲决뻶策닟施쪩?닎参照헕좺群体쳥的뗄影펰响쿬有폐不늻同춬的뗄接뷓受쫜和뫍信탅赖삵程돌度뛈。ꆣ?G.ꎮ?加볓信탅息쾢性탔影펰响쿬，ꎬ춨通맽过使쪹产닺品욷评움价볛、ꆢ偏욫好뫃、ꆢ틢意볻见뗈等相쿠?W?h??an?? P??a?rk? &?. ?V.ꎮ P?a?r?k?e??r? L?e?s?s?i??g于폚?1?9?77?쓪年研퇐究뺿?关맘信탅息쾢在퓚群좺体쳥成돉员풱间볤的뗄传뒫递뗝更룼加볓便뇣利샻。ꆣ个룶人죋可뿉以틔?了쇋톧学짺生좺群体쳥和뫍家볒춥庭主훷妇뢾群좺体쳥对뛔参닎照헕群좺体쳥影펰响쿬的뗄敏쏴?通춨过맽主훷动뚯닎参与폫网췸络싧上짏的뗄互뮥动뚯讨쳖论싛，ꎬ믲或헟者뷶仅仅뷶是쫇被놻?感룐程돌度뛈，ꎬ웤其뷡结맻果뇭表明쏷，ꎬ퓚在욷品없牌믲或닺产品욷选톡择퓱上짏，ꎬ톧学生짺?动뚯地뗘观맛달察웤其他쯻人죋发랢表뇭的뗄相쿠关맘信탅息쾢，ꎬ믲或헟者춨通过맽其웤他쯻?和뫍볒家庭춥主훷妇뢾受쫜参닎照헕群좺体쳥影펰响쿬的뗄程돌度뛈明쏷显쿔不늻间춬，ꎬ相쿠?人죋共릲쿭享出돶来살的뗄图춼片욬透춸漏슩出돶的뗄信탅息쾢等뗈方랽式쪽受쫜到떽网췸络싧?比뇈볒家춥庭훷主妇뢾，ꎬ톧学짺生좺群쳥体뛔对닎参헕照좺群쳥体펰影响쿬的뗄敏쏴感룐程돌?参닎照헕群좺体쳥的뗄信탅息쾢性탔影펰响쿬。ꆣ?度뛈更룼高룟，ꎬ룼更죝容틗易쫜受닎参헕照좺群쳥体뗄的펰影响쿬。ꆣ듳大学톧生짺群좺体쳥?根룹据뻝O?R?C?(?O?p?i?n?i?on?? ?Re?s?e?a?r?c?h?? C?o?r?p?o?r?a?t?i?o?n?)?最ퟮ?所쯹接뷓触뒥的뗄社짧会믡环뮷境뺳和뫍参닎与폫的뗄活믮动뚯更룼多뛠地뗘发랢生짺在퓚该룃?新탂的뗄调뗷查닩，ꎬ?8?4?%的뗄쏀美国맺人죋认죏为캪网췸上짏客뿍户뮧的뗄评움价볛会믡?群좺体쳥内쓚部늿，ꎬ좺群쳥体맦规范랶쿠相对뛔较뷏多뛠，ꎬ틲因듋此룼更틗易쟼屈듓从于폚群좺?影펰响쿬쯻他쏇们쫇是럱否릺购싲买쒳某一튻产닺品욷或믲服럾务컱;ꎻ?6?6?%的뗄受쫜访럃?体쳥准ힼ则퓲以틔约풼束쫸自ퟔ己벺的뗄外췢显쿔行탐为캪。ꆣ大듳学톧生짺处뒦于폚学톧校킣?者헟믡会在퓚购릺买싲产닺品욷믲或服럾务컱之횮前잰去좥公릫共릲论싛坛첳上짏寻톰找헒信탅?这헢个룶刚룕性탔的뗄群좺体쳥架볜构릹中훐，ꎬ其웤群좺居뻓性탔特쳘征헷，ꎬ쪹使뗃得其웤行탐?息쾢，ꎬ웤其훐中有폐5??0?%的뗄죋人퓚在쯻他쏇们购릺买싲的뗄第뗚一튻阶뷗段뛎会믡依틀?为캪뻟具有폐较뷏高룟的뗄引틽人죋注힢目쒿的뗄程돌度뛈，ꎬ듓从뛸而쪹使大듳学톧生짺对뛔?赖삵这헢些킩网췸上짏评움论싛。ꆣ由평此듋可뿉见볻，ꎬ这헢些킩"ꆰ信탅息쾢"ꆱ캪为消쿻费럑?群좺쳥体影펰响쿬更룼容죝易틗做ퟶ出돶响쿬应펦。ꆣ同춬时쪱，ꎬ듳大톧学生짺已틑经뺭成돉?者헟做ퟶ出돶消쿻费럑决뻶策닟提쳡供릩了쇋参닎考뾼依틀据뻝，ꎬ랢发믓挥着ퟅ信탅息쾢性탔?为캪一튻个룶强잿大듳的뗄消쿻费럑群좺体쳥，ꎬ而뛸其웤敏쏴感룐的뗄消쿻费럑偏욫好뫃，ꎬ以틔?影펰响쿬的뗄作ퟷ用폃。ꆣ另쇭外췢，ꎬ폐有톧学헟者퓚在퇐研뺿究탩虚쓢拟社짧区쟸对뛔购릺?及벰对뛔网췸络싧的뗄广맣泛랺接뷓触뒥，ꎬ쪹使웤其돉成캪为퇐研뺿究网췸络싧参닎照헕群좺?物컯参닎照헕群좺体쳥的뗄影펰响쿬时쪱，ꎬ랢发쿖现탩虚쓢拟짧社区쟸돉成员풱的뗄购릺物컯?体쳥影펰响쿬机믺制훆的뗄最ퟮ佳병研퇐究뺿对뛔象쿳。ꆣ?选톡择퓱会믡受쫜该룃社짧区쟸的뗄影펰响쿬，ꎬ?也?횤证쪵实了쇋쿈先잰前맘关于폚社짧会믡?本놾研퇐究뺿的뗄题쳢项쿮设짨置훃采닉用폃了쇋Be??a?r??de?n?等뗈人죋在퓚研퇐?认죏同춬쫇是좺群쳥体成돉풱员行탐캪为的뗄重훘要튪影펰响쿬因틲素쯘的뗄研퇐究뺿结뷡?究뺿消쿻费럑헟者뛔对人죋际볊影펰响쿬敏쏴感룐度뛈时쪱所쯹采닉用폃的뗄1?2?个룶选톡?论싛，ꎬ퇐研뺿究춬同쪱时횤证쏷明퓚在탩虚拟쓢社짧区쟸影펰响쿬因틲素쯘中훐，ꎬ쟩情感룐的뗄?项쿮，ꎬ폃用폚于뾼考달察췸网싧络닎参헕照좺群쳥体뛔对놻被닢测뛔对象쿳的뗄影펰响쿬方랽?社짧会믡认죏同춬对뛔规맦范랶敏쏴感룐性탔的뗄影펰响쿬作ퟷ用폃最ퟮ大듳。ꆣ因틲此듋有폐?式쪽，ꎬ웤其훐中잰前냋八쿮项헫针뛔对맦规范랶탔性影펰响쿬，ꎬ뫳后쯄四쿮项헫针뛔对탅信息쾢性탔?必뇘要튪对뛔互뮥联솪网췸情쟩境뺳下쿂的뗄参닎照헕群좺体쳥对뛔消쿻费럑者헟购릺买싲决뻶?影펰响쿬(?죧如表뇭1?所쯹示쪾)?ꆣ。쳢题쿮项采닉用폃L?i?ke?r?t?五컥级벶量솿表뇭，ꎬ随쯦?策닟的뗄影펰响쿬的뗄存듦在퓚性탔进뷸行탐进뷸一튻步늽的뗄研퇐究뺿和뫍证횤实쪵。ꆣ?着ퟅ1?至훁5?数쫽字ퟖ的뗄增퓶大듳，ꎬ因틲素쯘的뗄影펰响쿬程돌度뛈随쯦之횮增퓶大듳。ꆣ?튻???-61 췲랽쫽뻝
上짏海몣管맜理샭科뿆学톧?第뗚3?2?卷뻭?뇭表1??췸网络싧参닎照헕群좺쳥体影펰响쿬机믺制훆模쒣型탍问컊题쳢项쿮?变뇤量솿?编뇠号뫅?具뻟体쳥指횸标뇪?指횸뇪标来살源풴?F?l? 在퓚购릺买싲产닺品욷时쪱我컒经뺭常뎣从듓他쯻们쏇那쓇里샯收쫕集벯信탅息쾢?췸싧?F?2? 我컒所쯹购릺买싲的뗄产닺品욷或믲品욷牌없种훖类샠是쫇他쯻们쏇推췆荐볶的뗄?网络닎헕?F?3? 컒我所쯹购릺买싲的뗄닺产品욷或믲品욷牌없种훖类샠是쫇我컒认죏为캪他쯻们쏇会믡赞퓞成돉的뗄?参照本놾研퇐究뺿?群좺体쳥?F?4?? 컒我所쯹购릺买싲的뗄닺产品욷或믲品욷牌없种훖类샠是쫇他쯻们쏇正헽在퓚使쪹用폃或믲曾퓸经뺭使쪹用폃过맽的뗄?펰影响쿬????컒쯹릺싲뗄닺욷믲욷없훖샠쫇쯻쏇쾲뮶뗄?F5 我所购买的产品或品牌种类是他们喜欢的F?6?? 当떱쯻他们쏇都뚼쪹使用폃某쒳种훖产닺品욷或믲品욷牌없时쪱，ꎬ컒我튲也믡会톡选퓱择룃该产닺品욷或믲品욷牌없??X?l 除돽非럇我컒确좷定뚨他쯻们쏇赞퓞成돉，ꎬ럱否퓲则컒我뫜很짙少릺购싲买ퟮ最탂新쪱时尚짐뎱潮流쇷产닺品욷或믲品욷牌없??X2? ?他쯻们쏇喜쾲欢뮶我컒买싲的뗄产닺品욷或믲品욷牌없对뛔我컒来살说쮵是쫇重훘要튪的뗄????????ꎮ?ꆰ튻?Bearden. Wil X?3? 通춨常뎣컒我在퓚购릺买싲的뗄时쪱候뫲会믡选톡择퓱那쓇些킩我컒认죏为캪他쯻们쏇会믡赞퓞同춬的뗄商짌品욷???????ꎮꎬ?liam O. 맦랶탔??X?4 ?如죧果맻他쯻们쏇能쓜够릻看뾴到떽我컒使쪹用폃某쒳种훖产닺品욷或믲品욷牌없，ꎬ춨通뎣常컒我会믡펭迎뫏合他쯻们쏇的뗄期웚望췻?????????ꎮ?规范性Richard G. 펰影响쿬???컒쿫튪횪뗀쪲쎴닺욷뫍욷없퓚쯻쏇탄쒿훐폐뫃펡쿳?N? ?em?e?y?e?r?,ꎬ? X5 我想要知道什么产品和品牌在他们心目中有好印象???춨맽릺싲뫍쯻쏇쯹쪹폃뗄춬퇹뗄닺욷뫍욷없?J e??ss?e?? ?E.ꎮ T?e?e??l X6 通过购买和他们所使用的同样的产品和品牌，ꎬ쓜能够릻让죃我컒有폐归맩属쫴感룐?等뗈?X?7?? 如죧맻果我컒想쿫要튪和뫍某쒳人죋相쿠似쯆，ꎬ컒我뺭经뎣常쫔试춼图릺购싲买뫍和他쯻们쏇相쿠同춬的뗄品욷牌없?X?8?? 通춨뎣常我컒通춨过맽购릺买싲与폫他쯻人죋相쿠同춬的뗄产닺品욷或믲品욷牌없来살认죏同춬其웤他쯻人죋?Y?1ꆿ ?为캪좷确保놣购릺买싲正헽确좷的뗄产닺品욷或믲品욷牌없，ꎬ我컒通춨常뎣观맛察달他쯻们쏇都뚼买싲什쪲么쎴，ꎬ使쪹用폃什쪲么쎴?탅쾢탔?Y?2? ?如죧果맻我컒对뛔某쒳产닺品욷不늻了쇋解뷢.ꎬ컒我뺭经常뎣询톯问컊他쯻们쏇?信息性影펰响쿬?Y?3? ?我컒뺭经常뎣请쟫他쯻们쏇帮냯忙쎦从듓一튻系쾵列쇐产닺品욷中훐选톡择퓱出돶最ퟮ好뫃的뗄?Y?4?? 在퓚릺购买싲产닺品욷时쪱我컒经뺭常뎣从듓他쯻们쏇那쓇里샯收쫕集벯信탅息쾢?三죽、ꆢ쫽数뻝据럖分析컶?考뾼虑싇重훘탂新탞修뚩订솿量表뇭或믲增퓶删즾题쳢项쿮。ꆣ如죧表뇭2?所쯹示쪾，ꎬ룷各?本놾퇐研뺿究릲共回믘收쫕问컊卷뻭?18?1?份럝，ꎬ웤其훐中폐有킧效问컊卷뻭?维캬度뛈的뗄?α횵值均뻹大듳于폚0?.ꎮ8?，ꎬ뻟具폐有뷏较룟高뗄的信탅度뛈水쮮平욽，ꎬ쮵说??16?4?份럝，ꎬ폐有킧效퇹样놾本率싊为캪9??0ꎮ.?6?%。ꆣ퓚在쯹所폐有被놻调뗷研퇐者헟?明쏷了쇋本놾研퇐究뺿所쯹得뗃数쫽据뻝具뻟有폐较뷏高룟的뗄可뿉信탅度뛈。ꆣ?中훐，ꎬ얮女탔性略싔多뛠于폚男쓐性탔，ꎬ9??3ꎮ.?9?%的뗄놻被调뗷퇐研者헟每쎿日죕土짏网췸?表뇭2?탅信度뛈系쾵数쫽表뇭?时쪱间볤퓚在튻一小킡时쪱以틔上짏，ꎬ놻被뗷调퇐研헟者뗄的뷌教폽育돌程뛈度主훷要튪为캪?R?e??li?a??bi??li?t?i?e?s? ?C?o?e?f?f??i?ci??e?n?ts?? 大듳톧学本놾뿆科和뫍쮶硕士쪿研퇐究뺿生짺，ꎬ쟒且쓪年쇤龄럖分늼布훷主튪要集벯中훐在퓚?项쿮目쒿?????????N of :\1 of ??ꆪ??쯪횮볤ꆣ??Al??p?h?a? 21-30岁之间。C?a??se?s?? ?lt?e?m?s?? 对뛔调뗷퇐研回믘收쫕数쫽据뻝中훐网췸络싧参닎照헕群좺体쳥总ퟜ体쳥影펰响쿬的뗄?췸网络싧参닎照헕群좺体쳥影펰响쿬维캬度뛈?쫽뻝뷸탐???볬퇩뫍????????쟲쳥볬퇩ꎬ뗃떽?1??64?? 4?? ?0ꎮ.8?8?2?? 数据进行KMO检验和Bartlett球体检验，得到的뗄탅信度뛈系쾵数쫽?K??MO?值횵为캪0?.ꎮ8?2?1?，ꎬ쟒且?Ba?r?t?l?e?t?t?球쟲体쳥检볬验퇩为캪0?.ꎮ0?0?0?，ꎬ?信탅息쾢性탔影펰响쿬维캬度뛈?킡폚쿔훸탔쮮욽?ꎮ??ꎬ쫊뫏뷸탐틲ퟓ럖컶ꆣ틀뻝????????ꎮ????뗄탅뛈쾵쫽?164 4 。.845小于显著性水平，适合进行因子分析。依据的信度系数因틲ퟓ子럖分析컶쯹所뗃得的뗄旋탽转后뫳的뗄因틲子ퟓ载퓘荷뫉矩뻘阵헳而뛸编뇠排업，ꎬ?规맦范랶化뮯影펰响쿬维캬度뛈????????ꎮ????뗃떽췸싧닎헕좺쳥ퟜ쳥펰쿬뗄?룶쳢쿮놻?좡돉?164 8 。.907的信度系数得到网络参照群体总体影响的6个题项被萃取成뗄탅뛈쾵쫽?四쯄룶个主훷돉成分럖，ꎬ쟒且랽方닮差샛累볆计쓜能릻够뷢解쫍释总ퟜ方랽差닮的뗄9?7?.ꎮ??1?6룶个项쿮目쒿的뗄信탅度뛈系쾵数쫽?ꆿ16?4?? 1?6?? 。?.ꎮ9?3?4??0??0?8?%。ꆣ?퓚놾퇐뺿뗄뗷퇐컊뻭훐ꎬ맦랶탔펰쿬캬뛈폐?为캪考뾼달察놾本研퇐究뺿模쒣型탍中훐网췸络싧参닎照헕群좺体쳥的뗄影펰响쿬方랽?在本研究的调研问卷中，规范性影响维度有?룶닢솿틲ퟓꎬ탅쾢탔펰쿬캬뛈폐?룶닢솿틲ퟓꎬ?쪽式，ꎬ듋此뒦处횻只냼包몬含탅信쾢息탔性影펰响쿬和뫍规맦范랶性탔影펰响쿬，ꎬ늻不把냑网췸?8个测量因子，信息性影响维度有4个测量因子，쇭췢췸싧닎헕좺쳥뗄ퟜ쳥펰쿬폐?룶닢솿틲ퟓ뗄?싧络参닎照헕좺群体쳥总ퟜ体쳥影펰响쿬放럅入죫其웤中훐。ꆣ图춼2?是쫇运퓋用폃?Li?s?ꆪ?另外网络参照群体的总体影响有4个测量因子的쫽뻝ꎬ틲듋췸싧닎헕좺쳥펰쿬믺훆쒣탍훐ퟜ릲폐??re?l?软죭件볾뛔对췸网싧络닎参헕照좺群体쳥影펰响쿬机믺制훆模쒣型탍进뷸行탐拟쓢合뫏?数据，因此网络参照群体影响机制模型中总共有??룶닢솿틲ퟓꆣ놾퇐뺿닉폃ퟮ뎣폃뗄탅뛈쾵쫽?所쯹得뗃到떽的뗄路슷径뺶系쾵数쫽图춼。ꆣ?16个测量因子。本研究采用最常用的信度系数????????튻훂탔쾵쫽횵살뫢솿릹퓬뗄닢솿횸뇪?튻一般냣情쟩况뿶下쿂，ꎬR?M?S?E?A?C?近뷼似쯆误컳差닮均뻹方랽根룹)?低뗍?Cronbach一致性系数值来衡量构造的测量指标튻훂탔ꆣ춨맽????죭볾쯹볆쯣뗄탅뛈쾵쫽쇐뇭?폚于?0.ꎮ1?뇭表示쪾模쒣型탍拟쓢合뫏较뷏好뫃，ꎬ模쒣型탍可뿉接뷓受쫜，ꎬ뗍低于폚0?.ꎮ0?5??一致性。通过SPSS软件所计算的信度系数列表볻뇭?ꆣ?表뇭示쪾非럇常뎣好뫃的뗄拟쓢合뫏，ꎬ低뗍于폚0?.ꎮ0?1?뇭表示쪾非럇常뎣出돶色즫的뗄拟见表2。쓢?튻냣죏캪ꎬ죴럖솿뇭뗄쓚늿튻훂탔쾵쫽퓚?ꎮ?合뫏;ꎻ?NN?F?I?超뎬过맽0?.ꎮ9?表뇭示쪾好뫃的뗄拟쓢合뫏;ꎻ쟒且如果CFI的一般认为，若分量表的内部一致性系数在O.죧맻???뗄?6?0?以틔쿂下或믲者헟总ퟜ量솿表뇭的뗄信탅度뛈系쾵数쫽在퓚?0.ꎮ8?0?以틔下쿂，ꎬ펦应?值횵在퓚0?.ꎮ9?以틔上짏，ꎬ쯹所쓢拟合뫏的뗄模쒣型탍是쫇一튻个룶"好ꆰ뫃"ꆱ模쒣型탍。ꆣ?-62 췲랽쫽뻝
뗚第?4웚期?쪢盛?쏴敏，ꎬ뗈等ꎺ:췸网싧络닎参헕照좺群쳥体뛔对쿻消럑费좺群쳥体릺购싲买뻶决닟策뗄的펰影쿬响믺机훆制퇐研뺿究?놾本퇐研뺿究쒣模型탍拟쓢合뫏指횸标뇪为캪?R?MS?E??A?= ?Oꎮ. ?1?0?3ꎬ, ?N?N?F?I? 쿬响솦力뫍和펰影响쿬믺机훆制펦应该룃듦存퓚在튻一定뚨的뗄差닮异틬性탔。ꆣ由평于폚多뛠???Oꎮ. ?9?5?5.ꎬ ?C?I?F ?= ?Oꎮ. ?9?64?ꎬ，췸网싧络닎参헕照좺群쳥体펰影쿬响믺机훆制模쒣?훖种限쿞制훆탔性因틲쯘素，ꎬ놾本퇐研뺿究쎻没폐有뛔对늻不춬同뗄的网췸싧络닎参照헕群좺?탍型훐中쯹所폐有슷路뺶径쾵系쫽数쿠相应펦在퓚?P<?0?.ꎮ0?5?뗄的쮮水욽平上짏都뚼?쳥体샠类型탍볓加以틔区쟸分럖，ꎬ틲因듋此헫针뛔对늻不춬同샠类탍型的뗄网췸络싧参닎照헕?뻟具폐有统춳计볆显쿔著훸性탔，ꎬ쒣模탍型中훐쎻没有폐不늻显쿔著훸的뗄路슷径뺶，ꎬ表뇭明쏷?좺群쳥体的뗄펰影쿬响뿉可以틔成돉为캪캴未살来짮深入죫研퇐究뺿的뗄튻一个룶重훘要튪方랽?쒣模型탍的뗄쓢拟合뫏效킧果맻良솼好뫃，ꎬ쒣模탍型퓚在헻整쳥体짏上쫇是뿉可以틔被놻接뷓?쿲向。ꆣ?쫜受的뗄。ꆣ?닎参?考뾼?文컄?献쿗???He??r?b?e?r?t? H?.ꎮ ?Hy?m?a?n?.ꎮ ?Th??e? ?Ps??y?ch?o??lo??gy?? ?o?f? ?S?t?at??us?.ꎮ ?A?r?ch?i?v?e??s? ?of??噩噩噩 뛖???????????ꎬ???ꎬ?????ꎮ?Psychology, 269, 1942. 웷?벾?ꏜ?圈圈回?2?回 ?K?e?ll??e?yꎬ????????ꎮ?????????????????????????????????ꎮ?????, Harold H. Two functions of reference groups. Read 川句句…???????????????????????????????????????????ꎮ????????ꎺ?????ꆢꇶꇱꆭ?ings in reference group theory and research. New York: Free Press. 1952, pp: 77-83. JvaꏜmJ?fꆣ?????ꎮ????ꎬ??ꎺ??ꆪ??ꎮ?ꆢ?ꎺ?ꆫ?ꆶ????????????ꎬ????????ꎮ????????????????????????????????????????3 Deutsch M. Gerard H. A Study of Normative and lnformational ?ꆪ좦???ꎯ?ꎮ튻??S?o?c?ial? ?ln?f?lu?en?c??es? ?u?p?o?n? ?ln?d?iv?id?u?al? ?J?u?d?g?m?e?n?t.ꎮ ?Jo?u??rn?a?l? ?o?f? ?A?b?n?o?rꆪ›???ꎯ?튻?ꆣ??ma??l? ?a?n?d? ?S?o?c?ia??l? ?Ps?y?c??h?o?l?o?g?yꎬ, ?1?9?5?5ꎬ,?5?1?(?3?):ꎺ ?6?29?-ꆪ?6?3?6ꎮ.? ??????ꎬ???ꎬ??????ꎬ???ꎮ???????????????????????ꎺ???????????4 Park, C W, Lessig, V P. Students and housewives: Difference ꆱ?ꇎꆮ?ꆣ튻?ꆭ?i?n? ?su?s?c??ep?t?ib?i?l?ity?? ?to?? ?re?f?er?e?n?c??e? ?g?r?o?u?p? i?nf?lu?e??nc?e?.ꎮ ?J o?u?r?n?a?l? ?of? ?C?on?? ??????????????ꎬ????ꎬ????ꎺ???????ꎮ?sumer Research, 1977, 4(3): 102 -110. ????????ꎬ?ꎮ?ꎮ???????????????????????????ꎮ???????????????5 Kelman, H. C. Processes of opinion change. Public pinion Q?u??a?r?te?r??ly?,ꎬ ?1?96?1?ꎬ,2?5?,ꎬ?5?7ꆪ-7?8?.ꎮ? ????????ꎬ?ꎮ????????????????????????ꎺ???????????????图2网络参照群体影响机制模型路径系数6 Jahoda, M. Conformity and lndependence: A Psychological A ?n?al?y?s?i?s?.ꎮ ?B?eh?a??v?i?o?ra?l? ?Sc??i?e?n?ce?ꎬ, ?1?9?72?ꎮ.? 由평网췸싧络닎参헕照좺群쳥体펰影쿬响机믺制훆쒣模型탍的뗄拟쓢合뫏结뷡果맻得뗃??7? ?Ka?h?l?e?ꎬ?ꎮ?ꎮꎬ??????????????????????ꎺ????????????????????, L. R. , Role-relaxed Consumers: A Trend of the Nine 到떽:ꎺ퓚在췸网싧络닎参헕照좺群쳥体뛔对大듳学톧生짺购릺买싲决뻶策닟的뗄影펰响쿬中훐，ꎬ??ti?es?.ꎮ J??o?u?r?na?l? o?f? ?Ad?v?e??r?ti?s?in?g? ?R?es??e?a?r?ch?,ꎬ 1??99?5?,ꎬ?35?ꎬ,6??6-ꆪ7??1ꎮ.? 맦规랶范性탔影펰响쿬的뗄뇪标准ힼ负뢺荷뫉值횵为캪?0.ꎮ5?3?，ꎬ탅信쾢息탔性펰影쿬响的뗄??8? ?M.ꆤ났艾森즭克뿋.ꎮ탄心理샭学톧-튻一쳵条헻整合뫏的뗄途춾径뺶.ꎮ上짏海몣ꎺz华뮪뚫东师쪦范랶大듳学톧出돶?뇪ힼ뢺뫉횵캪?ꎮ??ꆣ쇭췢닐닮늿럖ꎬ벴캴놻헢솽?版냦社짧，ꎬ?20?0?1?，ꎬp?p?:ꎺ5?9?1?ꎮ. ?标准负荷值为。另外残差部分，即未被这两훖펰쿬랽쪽뷢쫍뗄늿럖캪?ꎮ??ꆣ????????????ꎬ???ꎬ?????????ꎬ?ꎮ???????????????????????????9 Burnkrant, B E, Cousineau, A. lnformational and normative 种影响方式解释的部分为。쯄ꆢ뷡폯?????????????????????????????ꎮ???????????????????ꆪ?social influence in buyer behavior. Journal of Consumer Re›四、结语??????ꎬ????ꎬ????ꎺ???????ꎮ?search, 1975,2 (3): 206 -215. 通춨过맽对뛔网췸싧络参닎照헕群좺体쳥펰影响쿬机믺制훆模쒣型탍进뷸行탐拟쓢合뫏?1??0? F??o?r?ne?l?l?ꎬ, ?C?la?e?s?.ꎮ L?a??r?ck?e??rꎬ, D??av?i?d?? F?.ꎮ ?E?v?al??u?at?i?ng?? ?st??ru?c?t?u?r?a?l?? e?q?u?a? ꆪ?结뷡果맻可뿉知횪，ꎬ췸网싧络닎参헕照좺群쳥体펰影쿬响믺机훆制쒣模탍型的뗄整헻体쳥拟쓢???????????????????????????????????????????????????????????ꆪ?tion models with unobservable variables and measurement er 合뫏结뷡果맻比뇈뷏较理샭想쿫，ꎬ쒣模탍型돉成솢立ꆣ。듓从룃该쒣模탍型的뗄拟쓢合뫏结뷡?r?or?.ꎮ J?o?u?r?n?a?l? o??f ?M??a?rk?e?t?i?ng?? ?Re?s??ea??rc?h?,ꎬ 1?8? (?F?e?b?r?u?a?r?y?)?ꎬ, 1??98?1?ꎬ,?39? ?맻뗃떽ꎺ폫뒫춳뗄닎헕좺쳥펰쿬쒣쪽쿠쯆ꎬ췸싧닎?5??0.ꎮ ?果得到:与传统的参照群体影响模式相似，网络参헕照群좺体쳥튲也춨通맽过规맦范랶性탔影펰响쿬和뫍信탅息쾢性탔影펰响쿬来살对뛔大듳学톧?Research on the influence mechanism of network 生짺的뗄消쿻费럑选톡择퓱行탐为캪产닺生짺影펰响쿬，ꎬ웤其中훐맦规랶范탔性影펰响쿬的뗄?groups on consumers’ purchasing decision 标뇪准ힼ载퓘荷뫉为캪0?.ꎮ5?3?.ꎬ信탅息쾢性탔影펰响쿬的뗄标뇪准ힼ载퓘荷뫉为캪?0?.ꎮ3?6?，ꎬ맦规랶范탔性펰影쿬响뗄的퓘载뫉Sheng Min Lu Xiaoxia Qin Xiaomin 荷大듳于폚信탅息쾢性탔影펰响쿬的뗄载퓘荷뫉，ꎬ?这헢与폫假볙设짨H?2?不늻一튻致훂。ꆣ另쇭外췢，ꎬ닐残닮差늿部分럖T?值횵显쿔著훸，ꎬ?Abstract: This study focused on the influence mecha 为캪5?.ꎮ5?4?.ꎬ未캴被놻信탅息쾢탔性펰影响쿬维캬度뛈和뫍规맦范랶性탔影펰响쿬维캬度뛈?nism of decision-making from the Internet reference group to 뷢쫍뗄늿럖캪?ꎮ??ꆣ쮵쏷돽쇋탅쾢탔펰쿬뫍맦?customers under the Internet background. Based on the in 解释的部分为。说明除了信息性影响和规랶탔펰쿬랽쪽횮췢ꎬ췸싧닎헕좺쳥뗄펰쿬믺훆훐?fluence mechanism model of traditional theory of reference 范性影响方式之外，网络参照群体的影响机制中뮹듦퓚웤쯼뗄뇈뷏훘튪뗄펰쿬랽쪽ꆣ틲듋ꎬ뛔폚?group to consumers, this study structured an influence 还存在其它的比较重要的影响方式。因此，对于잰컄쯹쳡돶뗄퇐뺿볙짨뗄퇩횤뷡맻죧뇭?쯹쪾ꆣ?mechanism model of Internet reference group, set a sample 前文所提出的研究假设的验证结果如表3所示。뇭?볙짨볬퇩뷡맻?of university students since they are close to the Internet. 表3假设检验结果Then we use the structural equation model as our empirical 假볙设짨?是쫇否럱得뗃证횤?research methods. The results showed that the Internet ref›假볙设짨H?l?:ꎺ췸网싧络닎参헕照좺群쳥体뗄的펰影쿬响믺机훆制훷主튪要춨通过맽탅信息쾢性탔?늿럖?erence group influence university students’ buying decision 펰쿬뫍맦랶탔펰쿬랢믓ퟷ폃?部分影响和规范性影响发挥作用through the effect of normative influence and informative in›假볙设짨H?2?:ꎺ在퓚网췸络싧参닎照헕群좺体쳥影펰响쿬大듳学톧生짺购릺买싲决뻶策닟的뗄两솽?fluence. And the load of normative influence is greater than 种훖方랽式쪽中훐，ꎬ탅信쾢息탔性펰影쿬响랽方쪽式뗄的릱贡쿗献듳大폚于规맦范랶性탔影펰响쿬?否럱?the load of information. 方랽式쪽的뗄贡릱献쿗?Key Words: Internet reference group; Buying deci 듓샭싛짏붲ꎬ늻춬샠탍뗄췸싧닎헕좺쳥ꎬ웤펰?sion; Influence mechanism 从理论上讲，不同类型的网络参照群体，其影6?3? ꆪ?췲랽쫽뻝
