探討社會影響對消費者購買意圖之影響：以調節焦點為調節變數

Abstract

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During the shopping process, shopping companions often offer many opinions to the shoppers spontaneously or in response to the shoppers’ inquiry, which often functions as a vital basis for shoppers making purchase decisions. The purpose of this research is to explore how social influence and personality differences impact our daily consumption. This research conducted two experiments to investigate how two kinds of social influence affect consumer’s purchase intention with perceived social value as a mediator and regulatory focus as a moderator. Accordingly, the independent variables are informational and normative influences provided by shopping companions; the dependent variable is purchase intention. In study 1, results showed that social influence from shopping companions would affect purchase intention through perceived social value. In study 2, regulatory focus showed moderating effects on the relationship between social influences and purchase intention.