基于社交指数的消费者行为研究——大学生电影消费的经验发现
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引用本文:孙曰瑶,孟庆蛟,程方方.基于社交指数的消费者行为研究——大学生电影消费的经验发现[J].湖南大学学报社会科学版,2020,(2):72-81
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作者单位
孙曰瑶,孟庆蛟,程方方 (山东大学 经济学院山东 济南 250100) 
中文摘要:商品物质利益同质化的背景下,社交作为情感利益开始更多地影响消费选择。将社交影响消费区分为消费者内部和外部视角,提出了社交指数的概念。构建社交强度和社交距离两个一级指标,分别包括被认同和炫耀、权威度和亲密度四个二级指标。利用大学生电影消费数据进行的实证检验证明,社交指数及其下属指标对消费均有显著的正向影响。而将电影分为高票房和低票房进行分析后发现,社交指数及其下属指标对高票房电影影响依然正向显著,而对于低票房电影影响的显著性明显下降,表明社交因素对消费存在积极影响。
中文关键词:社交指数  电影消费  消费者行为
 
Research on Consumer Behavior Based on the Social Index——Evidence from Film Consumption of Universities’ Students
Abstract:Socializing increasingly affects the consumption choices as a matter of psychological benefits in the context of product’s physical benefit homogenization. Based on the division of impacting social consumption —— internal and external views, the concept of social index can be raised. It includes two first class indexes which are social intense and distance, and four second class indexes containing social identification, flaunt, authority and intimacy. The test shows that both social index and its subordinating index have prominent positive correlation on the film consumption from universities’ students. When separating films into high box office and low, it turns out that the indexes still keep a distinctive positive correlation in the high one while an indistinctive in the counterparts, which indicates a positive impact from social ingredients on consumption.
keywords:social Index  film consumption  consumer behavior
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