First, herd behavior and herd behavior
Conformity (conformity) refers to the phenomenon that the individual is in conformity with the majority of the group under the pressure of the group, in the perception, judgment, belief and behavior. As a common social phenomenon, social psychologists have long been studied in this experiment. Sheriff (M.Sherif, 1935) using the swimming illusion to study how individual response to other people's influence, and found that the judgment tends to be consistent, the phenomenon of conformity. But it is interesting that at the end of the study, Sheriff asked whether they were affected by the judgment of others, is to try to deny.
In the field of consumption, consumers do not consciously take other consumers' behavior as a reference, and make the consumer behavior or response tendency that is consistent with the majority of consumers. When the consumer is not sure that the consumer goods market is very strong or the consumer goods market confusion, consumers tend to use the side of the people or the majority of people's consumption behavior as a reference, to reduce the limited reason and information is not completely brought about by the loss, resulting in the consumption behavior. There are a lot of factors that affect the behavior of the herd behavior, which can be summarized as the group factor, individual factor, product factor and situational factor.
Two, college students' consumption characteristics
Today's college students a few years later will become the middle class, they will become the main force in the consumer market, the future of college students consumption potential. Therefore, from the future development and growth of value to analyze, grasp the consumer market, it is to seize the future of high-end users of the psychological market, which is important for the development of the enterprise market. At present, more and more enterprises have realized that the cultivation of loyal customers should start from their youth.
And college students as a special group of youth, their consumption has a special nature. College students have reached the level of physical and mental development, the product knowledge is more abundant, and the value system is more stable. These factors make them have more rational consumption concept than the teenagers, and the main task of learning development stage is to study, and to some extent limit their consumption choices.
Three, research methods
This research adopts the experimental method of questionnaire, the research paradigm of generation of Qi et al, in the preparation of the "peer group influence adolescent brand attitude and purchase intention change process questionnaire" on the basis of the modification, increased peer group sex (male and female) of this variable. The questionnaire consists of two parts: the first part, the product evaluation, the purchase intention and the self consistency of the three components, and the post test part includes two components of product evaluation and purchase intention.
According to Qi et al on attribute measurement of various products, the choice of sports shoes as experimental stimuli, these products are functional products, is familiar to the students.
1 to be tested
Subjects were selected in the school students, using a random stratified sampling method, a total of 120 questionnaires were issued, 82 valid questionnaires were returned.
2 experimental design
Experiments were used to test the design, the experimental variables were the same age groups of gender (male, female), peer group feedback (positive and negative), the independent variables were tested for the mixed design. The experimental dependent variables were the fractional change in the product evaluation and purchase intention of the two dimensions.
There are many factors that influence the herd behavior, in order to control the influence of product factors and personal factors such as independent variables, based on the generation of Qi et al, the subjects of the "self consistency" were measured as control variables.
3 experimental program
After the distribution of the questionnaire, please try to observe the product's pictures, and read the details of the product. Then please fill in the product evaluation, purchase intention scale, self consistency rating scale. To give the feedback of the group (male and female) of the same age group (positive and negative), then please fill in the product evaluation and purchase intention.
Four, results and analysis
The reliability and validity of the scale were used to evaluate the reliability and validity of the SPSS11.5 software, and the variance analysis was carried out.
1 reliability analysis
The reliability of the questionnaire was tested by Cronbach consistency coefficient, and the alpha coefficient was 0.9771. Therefore, the reliability of the scale was very high.
2 item discrimination test
27% as the level of the level of the group, the total score of two groups, the level of the two groups of each item of independent sample t test, the results of all the P values are less than 0.002 of the significant level, which shows that the project has a good area.
3 factor analysis
Factor analysis of the measurement and the post test of the scale. The KMO value of the test part of the scale is 0.876, and the Bartlett ball test is 0, which indicates that the correlation between the project is good. The scores of each item were analyzed, and the characteristics of the project were 3. 73.82% of the total variance, and the majority of the differences were explained. After the factor load matrix for Pormax, the load distribution of each factor showed that the factor of 1, including the purchase intention and self consistency of the two dimensions of the project, factor 2 and factor 3 is the product evaluation dimension of the project, which factor 2 emphasis on the subjective evaluation of the product, factor 3 emphasis on objective evaluation.
The KMO value of the posterior part of the test was 0.892, and the Bartlett sphere test showed a significant level of 0, indicating that the correlation between the project is good, and the factor analysis can be carried out. The score of each item was analyzed, and the factor of 1, which was 2 of the total variance, which accounted for 82.05% of the total variance. After the factor load matrix is Pormax skew rotation, the load distribution of each factor is shown. The factors include 1 items of the purchase intention and the subjective evaluation of the product evaluation.
4 Variance Analysis
Using SPSS11.5 statistical analysis software package, analysis of the variance of the data before and after the test. It was found that the interaction of group sex with feedback was not significant, F (1,77) =0.76, p=0.386; 1,77 (1,77) F, =0.31, p=0.581, F, =13.09, p= 0.001, when feedback was negative, and the score was significantly lower than that of the previous test. Indicates that the evaluation of the product is significantly reduced when the negative opinion of the group is accepted. We believe that only in the negative views of the community, the emergence of herd behavior, reflecting the college students in making consumption decisions generally have a psychological risk aversion.
The total score of the self consistency component was arranged according to the level of the total number of 27%. The subjects were divided into two groups: high self consistency and low self consistency. Among them, 23 were high and 26 were low.
Analysis of the data of the high self consistency group. The results showed that in the product dimension, there was no significant effect: the role of the group's gender, (1,17), =2.35 (1,17), (1,17); p=0.047;; F; F;;; 1,17; p=0.144;;; p=0.682;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; =0.18;;;; F;;;;;;;; =2.90;;;;; F;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; 1,17;; 1,17;; F; p=0.448.; F; =0.60; p=0.801.; =4.58; p=0.107; =0.07; the evaluation of the product changes with the evaluation of the same age group, and the phenomenon of conformity.
Analysis of variance of data in low self consistency group. It was found that, in the product evaluation dimension, the effect of group sex was not significant, F (1,21) =0.01, p=0.993; 1,21; =0.37; F; p=0.552; 1,21; F; =1.17; p=0.292;; 1,21; F; =13.34; p=0.001. When the feedback is positive, the evaluation of the product change is not significant, but it is a downward trend. When the feedback is negative, the evaluation of the product is significantly reduced. In the purchase intention dimension, no significant effect was found: the effect of group sex was not significant, F (1,21) =0.39, p=0.541; 1,21; =0.30; F; p=0.593; 1,21; F; p=0.541.; =0.39
Five, conclusion
This research adopts the experimental method of questionnaire, the research paradigm of generation of Qi et al., to explore the age group gender (male, female), feedback peer groups (positive, negative) impact on consumer behavior of College students. Through the analysis of the variance of the data, the results showed that: in the total score level, the feedback opinion of the group showed significant effect on College Students' attitude change. The students were influenced by the feedback from the purchase intention. The students' purchase intention was significantly improved.
Reference
[1] Zheng xue. Social psychology [M]. Guangzhou: Jinan University press, 2004:167-172.
[2] Yao Binghong, Cao Hongjian. Analysis and Thinking on the consumption behavior of the [J]. consumer economy, 2003 (5): 42-45.
[3] Ma Lin. College Students' consumption group characteristics and market significance of [J]. consumer guide, 2007 (11): 5
[4] qi. The research on the behavior of urban youth, non conformity and counter conformity in Chongqing [D].: Southwest Jiao Tong University, 2007
[5] Zhou xian. Analysis on the consumption behavior and consumption behavior of college students in Guangzhou [J]. youth exploration, 2008 (1): 44-47.
[6] Chen Li. From the perspective of consumer identity theory of college students consumption phenomenon research [D]. Southwestern University, 2008
[7] Song Guandong. A new understanding of the conformity behavior of [J]. psychological science, 1997 (20): 88-90.
[8] Xue Qiuzhi, Huang Peirong, Lu Chih etc.. Behavior economics --- Theory and application [M]. Shanghai: Fudan University press, 2003:323-325.