The Impact of Group Formation on Purchase Intention of Social Identity Signaling Products
Group characteristics might affect consumer attitudes and behavior of social identity signaling products.This paper focuses on how and why group formation--self-selected versus assigned--affects the purchase intention of social identity signaling products.We utilized survey and experiment research methods to collect data,and performed ANOVA and regression statistical techniques to analyze these data in 3 discrete studies.The results of Study 1 indicate group formation affects purchase intention of social identity signaling products.Compared to subjects in an assigned group,subjects in a self-selected group had higher levels of purchase intention of social identity signaling products.The results also show that demographic characteristic variables,such as education,generation,and sex,dont moderate the effect of group formation on purchase intention of social identity signaling products.The results of Study 2 demonstrate that when priming deindividuation,compared to subjects in control groups respectively,subjects in both assigned group and a self-selected group in experimental groups had an increased purchase intention of social identity signaling products,with subjects in an assigned group having a larger increase.When priming individuation,compared to subjects in control groups respectively,subjects in both an assigned group and a self-selected group had a decreased purchase intention of social identity signaling products.And subjects in a self-selected group had a much larger decrease These indicate that deindividuation and individuation moderate the effects of group formation on a purchase intention of social identity signaling products.And the results also show that sex has no moderating effect on the relationships between group formation and purchase intention of social identity signaling products under both situations.The results of Study 3 show that perceived social identity fully mediates the effect of group formation on purchase intention of social identity signaling products.The results also show that sex doesnt moderate the effect of group formation on purchase intentions of social identity signaling products.Finally,managerial and theoretical implications of this research are provided.Limitations of this study and future research suggestions are also offered.
group formation social identity assigned group self-selected group purchase intention
Jinzhong Ren Thomas Lawrence Long Ruqian Liang
Guangxi University of Finance and Economics,School of Business Administration Nanning,GX 530003 PRC University of Connecticut,School of Nursing Storrs,CT 06269 USA
国际会议
China Marketing International Conference 2019 (2019中国市场营销国际学术年会)
广州
英文
291-339
2019-07-22（万方平台首次上网日期，不代表论文的发表时间）