消费者观察倾向及其影响因素研究

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硕士学位论文

摘要

消费行为每天都在人们的生活中发生，到商店买东西、通过网络购物或是坐在家中

吃早餐，每个人都是消费者，每天都要面临无数的消费决策；另一方面，市场上商品的

品牌和种类都在与日俱增，产品的特性也变得越来越复杂化。但消费者的认知能力以及

搜寻信息的时间、能力、动机却是有限的，同时又面临着各种购买决策的不确定性或者

风险，所以，为了能在如此复杂的品牌和产品环境下经济、快捷而又准确地作出决策，

降低购买风险，消费者往往希望能找到一种使决策简单化的方法，如观察其他消费者的

行为，而这一消费行为特征在中国人讲究面子、喜欢“跟风”、“随大流”的文化背景下

体现得尤为明显。

消费者行为研究中，参照群体是一个重要课题，很多学者已经从不同的角度对参照

群体进行了研究，但始终没有过渡到消费者观察倾向这一研究领域，直至 Simpson 等三

位教授在 2006 年首次建立了“消费者观察倾向模型”，用于定量分析消费者观察倾向，

并且在研究中首次明确了“消费者观察倾向”的定义。由对参照群体的研究过渡到到对

消费者观察倾向的研究，为消费者行为研究提供了一个新的角度。Simpson 等人关于消

费者观察倾向的研究属于首次试验性的探索，其研究结论有待其他学者的进一步验证。

基于以上考虑，本研究引入该模型，对相关研究假设再次进行验证，拟研究其在中国文

化背景下的适用性，同时将研究结果用于比较分析中西方消费者行为特征的差异；并试

图根据中国的文化特点予以调整，用于研究中国消费者观察倾向的影响因素及其作用机

制。

本研究的对象为普通的中国消费者。通过电子邮件及人员访问的调查方式、以便利

抽样法与滚雪球抽样法，经过三个月的调研取得 338 份有效问卷样本，在信度和效度的

有效分析后，运用结构方程模型（SEM）对本研究提出的假设进行实证研究。

将本研究的研究假设结果与 Simpson 等人的研究结果进行比较分析，得出主要结论

如下：

1．风险规避对中国消费者观察倾向有重要的间接影响，但没有直接影响，此结论

与以西方消费者为研究对象得出的结论一致。

2．认知需求对中国消费者观察倾向既无直接影响，也无间接影响。此结论与以西

方消费者为研究对象得出的结论一致。

3．感知品牌选择超载对中国消费者观察倾向有重要的直接影响。此结论与以西方

消费者为研究对象得出的结论一致。

4．消费者自信心对中国消费者观察倾向既无直接影响，也无间接影响。此结论与

以西方消费者为研究对象得出的结论具有明显差异，而差异的形成与中国特有的文化背

硕士学位论文

景和集体主义的社会文化有关。

5．从众倾向对中国消费者观察倾向有重要的直接影响。此结论与以西方消费者为

研究对象得出的结论一致。

研究结果比较分析得出中西方消费者行为特征的差异，恰好说明了中西方文化的差

异。

最后，根据研究假设结论对模型进行修正，得到一个与中国文化背景相适应的消费

者观察倾向模型。修正后模型对零售商及企业具有借鉴意义。零售商可以利用消费者观

察倾向这一行为特征，更好地掌握消费者的购买心理和购买动机，采取各种营销手段，

促进产品销售，以更加积极、有效的方式应对现今消费者信心不足、消费低迷的市场环

境。

关键字：消费者观察倾向；品牌选择超载；风险规避；消费者自信心；从众倾向；认知

需求

硕士学位论文

III

ABSTRACT

Consumer behavior occur everyday, such as going to the store, shopping on line and

eating breakfast at home. Everyone is a consumer and has to face numerous consumer

decision-making everyday. On the other hand, there are so many brands and types of goods in

the market, and the features of products become more complex. While the consumer's

cognitive abilities and the time, ability and motivation for searching information is limited,

even facing the risk of purchasing decisions. In a complex brand environment consumers

often want to develop simplifying decision heuristics, such as observing behavior of other

consumers, to help them make economic, speedy and accurate decision-making and reduce

purchase risk.

Although researchers have studied reference groups from various perspectives, very little

research has studied consumers’ propensity to observe. Simpson, Siguaw and Cadogan(2006)

first develop a measure of the consumer propensity to observe, and in their research the

concept of consumers’ propensity to observe is defined explicitly. From studying reference

group to consumers’ propensity to observe, provides a new perspective for consumer behavior

research. Simpson et al.’s research is an experimental exploration and the research findings

should be further verified by others. In this study we introduce the model, and will verify its

applicability in the context of Chinese culture, then the findings for comparative analysis with

Simpson et al.’s. Finally, according to Chinese cultural characteristics, the model could be

modified and be used to study of Chinese consumers’ propensity to observe.

The model is tested on a sample of Chinese consumers. In this study, we collected 338

questionnaires, via simply sampling and snowball sampling in the form of E-mail and leaflet.

And then, the all the hypotheses were tested via the SEM, basing on this datum.

Compare hypothesis results of this study with the findings of Simpson et al.. The main

conclusions drawn are as follows:

1. Risk aversion has an important indirect effect on Chinese consumers’ propensity to

observe, but no directly effects, which conclusions are the same as study of Western

consumers.

2. Need for cognitive has neither a direct impact on Chinese consumers’ propensity to

observe, nor indirect effects, which conclusions are the same as study of Western consumers.

硕士学位论文

3. Perceived brand choice overload has a significant direct impact on Chinese

consumers’ propensity to observe, which conclusions are the same as study of Western

consumers.

4. Consumer self-confidence has neither a direct impact on Chinese consumers’

propensity to observe, nor indirect effects, which conclusions have a significant difference

from study of Western consumers because of Chinese unique cultural background and

collectivist social culture.

5. Propensity to conform has a significant direct impact on Chinese consumers’

propensity to observe, which conclusions are the same as study of Western consumers.

The findings about different consumer behaviors between the Chinese and the West

illustrate the differences between Chinese and Western cultures.

Finally, the model is modified according to research findings and adapt to Chinese

cultural background, which have referential significance for retailers and enterprises. Retailers

can take advantage of Chinese consumers’ propensity to observe to understand psychology

and purchase motivation of consumers better. Then they can take measures to promote

product sales, and find a more positive and effective way to solve problems arisen from the

lack of consumer confidence and sluggish market environment.

Keywords: Consumer Propensity to Observe; Perceived Brand Choice Overload; Risk

aversion; Consumer Self-confidence; Propensity to Conform; Need for Cognition

硕士学位论文

第一章导论..................................................................................................................1

第一节研究背景...................................................................................................1

第二节研究目的和内容.......................................................................................2

第三节研究意义和创新.......................................................................................3

第四节研究流程和方法.......................................................................................4

第二章文献研究..........................................................................................................6

第一节消费者观察倾向.......................................................................................6

第二节感知风险和风险规避...............................................................................8

第三节认知需求和精细加工可能性模型（ELM）.......................................... 9

第四节品牌选择超载.........................................................................................11

第五节消费者自信心.........................................................................................12

第六节从众倾向.................................................................................................14

第七节文化差异.................................................................................................16

第三章研究设计和方法............................................................................................19

第一节理论模型和研究假设.............................................................................19

第二节变量的定义和测量.................................................................................22

第三节问卷设计和数据收集.............................................................................26

第四节数据分析方法.........................................................................................27

第四章数据分析和讨论............................................................................................31

第一节描述性统计分析.....................................................................................31

第二节信度和效度分析.....................................................................................32

第三节测量模型分析——验证性因子分析.....................................................38

第四节结构模型分析.........................................................................................43

第五章研究结论和展望............................................................................................52

第一节研究假设结果比较分析.........................................................................52

第二节研究模型的修正.....................................................................................57

第三节主要研究结论和管理建议.....................................................................59

第四节研究局限和未来研究方向.....................................................................61

参考文献......................................................................................................................62

附录调查问卷............................................................................................................67

硕士学位论文

图目录

图1-1 研究流程.................................................................................................... 4

图3-1 消费者观察倾向模型.............................................................................. 19

图4-1 消费者自信心的二级验证性因子分析（CFA）模型图....................... 39

图4-2 消费者观察倾向的验证性因子分析（CFA）模型图........................... 42

图4-3 结构模型路径及参数图.......................................................................... 45

图5-1 修正后结构模型路径及参数图.............................................................. 58

图5-2 调整后的消费者观察倾向模型.............................................................. 59

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摘要：

硕士学位论文I摘要消费行为每天都在人们的生活中发生，到商店买东西、通过网络购物或是坐在家中吃早餐，每个人都是消费者，每天都要面临无数的消费决策；另一方面，市场上商品的品牌和种类都在与日俱增，产品的特性也变得越来越复杂化。但消费者的认知能力以及搜寻信息的时间、能力、动机却是有限的，同时又面临着各种购买决策的不确定性或者风险，所以，为了能在如此复杂的品牌和产品环境下经济、快捷而又准确地作出决策，降低购买风险，消费者往往希望能找到一种使决策简单化的方法，如观察其他消费者的行为，而这一消费行为特征在中国人讲究面子、喜欢“跟风”、“随大流”的文化背景下体现得尤为明显。消费者行为研究中，参照群体是一个重要...

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