A Study of Group Consumption Mode
The comprehension of the group consumption mode is the foundation of the grasping of future community-based market.In this paper,the external environmental factors and internal motivational factors impacting the group consumption are analyzed at first,and then,nine characteristic dimensions of the group consumption behaviors are summarized based on the current research literatures.With the two variables as the vertical and horizontal coordinates,namely the group relationship intensity and consumption action period,the group consumption mode is divided into four types,including the instrument-oriented,information-oriented,enjoyment-oriented and relationship-oriented,among which,the relationship-oriented consumption mode reflects the ideal form of the group loyalty,and it points out that consumption mode is dynamic,and it can evolve in two approaches,including the product identification and relationship identification.Finally,the marketing practice enlightenment is given.
Group consumption mode dynamics group loyalty
Di Zhang Dahai Dong
School of Management,Dalian University of Technology,Dalian School of Management,Dalian University of Technology,Dalian;China Business Executives Academy,Dalian
国内会议
China Marketing International Conference 2015 (2015中国市场营销国际学术年会)
西安
英文
120-136
2015-07-24（万方平台首次上网日期，不代表论文的发表时间）