The impact of social influence and role expectations on shopping center patronage intentions
The impact of social influence and role expectations on shopping center patronage intentions
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DOI：
10.1177/0092070396243002
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发表时间：
1996-06
影响因子：
18.2
通讯作者：
K. Evans;Tim Christiansen;J. Gill
中科院分区：
文献类型：
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作者：
K. Evans;Tim Christiansen;J. Gill
购物通常是一种社会可见的行为，通常是在朋友或家人的陪伴下进行的。通过购物实现的社交互动的重要性表明，社交参考可能会影响消费者的惠顾行为。然而，社会参照物影响顾客的能力可能取决于购物者的角色对个人的重要性。从历史上看，女性被期望承担购物者的角色。但有证据表明，目前购物者的角色对于男性来说越来越重要，而对于不担任家庭主妇角色的女性来说则越来越重要。本研究使用行为意图建模方法来调查社会参照影响对具有不同类型角色期望的三个购物者群体的强度和意义。还测量了这三个细分市场的购物方向和零售特色偏好。研究结果表明，三组之间存在重要差异。
Shopping is generally a socially visible behavior, frequently done while accompanied by friends or family. The importance of the social interaction achieved through shopping would suggest that social referents may affect the patronage behavior of consumers. However, the ability of social referents to influence patronage may depend on how important the role of shopper is to the individual. Historically, females were expected to assume the role of shopper. But there is evidence that currently the role of shopper has increased in importance for males while decreasing for females who do not occupy the role of housewives. This study used a behavioral intentions modeling approach to investigate the strength and significance of social referent influence on three shopper segments with differing types of role expectations. The shopping orientations and retail feature preferences of the three segments were also measured. The findings suggest there are important differences among the three groups.