The effects of normative and informational influence on consumers' conformity behavior

• Main Author: 徐文怡
• Other Authors: 凌儀玲
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/05622315966212942608

碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 91 === Abstract In the present consumers’ purchasing culture, fashion culture would easily prompt consumers to result in conformity behavior. For salespersons, this consumers’ purchasing culture will be a huge profit. Therefore, this study investigates on realizing what kinds of social influences will easily prompt consumers to result in conformity behavior and segmenting adolescents’ market. The sample frames are high school students and college students and got 310 valid questionnaires. About measuring conformity behavior, this study used CNFU measuring model from Tepper et al. (2001), and evaluated the degree of consumers’ conformity behavior. Finally, this study use LISREL to prove the relationship between variables and overall model fitness. The results are: 1. Consumers are easily affected by friends’ opinions on conforming to wear popular clothing. 2. Consumers are easier affected by informational influence than normative influence. 3. Consumers have less confidence on personal purchasing decision and ability of bargains. 4. Informational influence factor and normative influence factor both have positive impacts on consumers’ conformity behavior. And informational influence factor have more impacts consumers’ conformity behavior. 5. Under different degrees of consumers’ self-confidence, informational influence factor has negative impact on consumers’ conformity behavior. This study will use cluster analysis to segment consumers, and the results are 3 group types of consumers：High-degree-of-conformity type, Self-centered type and Normal-degree-of-conformity type. Considering these three groups of consumers, this study hope to present suitable marketing strategy for related company owners.