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研究的主要内容围绕着顾客资产驱动因素及同辈影响对青少年消费者购买意向和实际购买行为的影响展开.在文献综述的基础上,以运动品牌为例,分析价值资产、品牌资产、关系资产以及同辈影响对于青少年消费者购买意向的影响.实证研究表明,同辈影响对于青少年消费者购买意向有着非常显著的影响,同辈群体的炫耀、谈论与推荐行为越多,则青少年消费者的购买意向越强烈.与此同时,购买意向对于实际购买行为的影响虽是正向且显著地,但受到购买惯性的影响而减弱.结论一定程度上从统计上论证了青少年消费者的购买特点,同时也为运动品牌的青少年产品营销活动提供了参考依据.
The main contents of the research focus on the driving factors of customer assets and the impact of peer influence on the purchase intention and actual purchase behavior of young consumers.On the basis of literature review, taking the sports brand as an example, this paper analyzes value assets, brand equity, relational assets and Peer influence on the purchase intention of young consumers.Experimental studies show that peer influence has a very significant impact on the purchase intention of young consumers, the more the peer group shows off, talk and recommend behavior, the stronger the purchase intention of young consumers At the same time, although the influence of purchase intention on the actual purchase behavior is positive and significant, it is weakened by the influence of purchasing inertia.Conclusion This paper proves to a certain extent the purchasing characteristics of young consumers statistically, Of youth product marketing activities provide a reference.