【正文】 色、修剪和圖形的服裝。此集群最喜歡合身的服裝，用知名品牌產(chǎn)品服飾來反映目前的流行趨勢(shì)和明確的設(shè)計(jì)概念。在三種集群中，享樂時(shí)尚主義的學(xué)生在服裝購(gòu)物中花銷最大，即使價(jià)格稍高一點(diǎn)，他們也會(huì)選擇新款式。當(dāng)零售商涉及此類消費(fèi)者的產(chǎn)品開發(fā)或者商品購(gòu)買計(jì)劃時(shí)，他們可能會(huì)關(guān)注 時(shí)尚趨勢(shì)和設(shè)計(jì)比成本和零售價(jià)更多。 相關(guān)價(jià)格的消費(fèi)者主要是 指喜歡購(gòu)物和品牌價(jià)值的 女學(xué)生 ， 而不是享樂時(shí)尚 水平的 學(xué)生。雖然這 類 消費(fèi)者認(rèn)為時(shí)尚是很重要的， 但 這個(gè)細(xì)分市場(chǎng) 的消費(fèi)者會(huì)比其他購(gòu)物者更看重價(jià)格。 零售商可能計(jì)劃 對(duì)類似除了合身偏好和價(jià)格的外類似享樂時(shí)尚主義的學(xué)生進(jìn)行細(xì)分市場(chǎng)的 分類 。大多數(shù)這類消費(fèi)者喜歡略合身的服裝而不是完全合身的服裝，因?yàn)橄鄬?duì)于時(shí)尚，他們認(rèn)為價(jià)格更加重要。找到廉價(jià)的時(shí)尚物品可能會(huì)吸引他們這類消費(fèi)者。而這部分零售商購(gòu)買商品時(shí)，他們可能就需要選擇產(chǎn)品來滿足這些消費(fèi)者的期望價(jià)格以及時(shí)尚趨勢(shì)和設(shè)計(jì)。 結(jié)論與局限性 這項(xiàng)研究涉及大學(xué)生消費(fèi)行為背景下的兩大研究領(lǐng)域。首先，這項(xiàng)研究通過人口統(tǒng)計(jì)確定了三個(gè)消費(fèi)群體的特點(diǎn)，其中包括成年、品牌 /產(chǎn)品偏好、特定的標(biāo)簽、風(fēng)格和合身效果。這些部分成果無論是在現(xiàn)有文獻(xiàn)的研究結(jié)果還是新的信息中都是相一致的。再者，在之前文獻(xiàn)中被確認(rèn)的信息基礎(chǔ)上，額外增加了人口特征和品牌偏好對(duì)細(xì)分市場(chǎng)的影響。而對(duì)零售商而言，這些信息是他們根據(jù)新的細(xì)分市場(chǎng)進(jìn)一步發(fā)展市場(chǎng)的銷售戰(zhàn)略。 因?yàn)檠芯考性谝粋€(gè)大學(xué)的學(xué)生，一些總體性的限制和約束的問題將會(huì)出現(xiàn)。例如樣本分布就可能導(dǎo)致抽樣偏差，使樣本 內(nèi)的性別偏態(tài)分布。因?yàn)檫@個(gè)案例并不是代表美國(guó)大學(xué)生人口的一般情況（如女性占比 56%； Shin， 2021）。雖然本研究的結(jié)果不能推廣到所有美國(guó)大學(xué)生消費(fèi)者，但是群體和重要變量的形式為之前的研究和假設(shè)的進(jìn)一步發(fā)展奠定了基礎(chǔ)。未來的研究將可以通過檢驗(yàn)學(xué)生所在大學(xué)的類型、學(xué)院的設(shè)置、廣泛的專業(yè)范圍、收入和其他人口統(tǒng)計(jì)數(shù)據(jù) (如兼職就業(yè)、零售偏好等 )來提供可以一致概括的證據(jù)。而使用額外的變量 (如網(wǎng)上購(gòu)物經(jīng)驗(yàn) )來分析大學(xué)生消費(fèi)行為是擴(kuò)大研究并添加概念框架的另一個(gè)建議。對(duì)于支持和驗(yàn)證此項(xiàng)研究的結(jié)果而言，大學(xué)生并不是一個(gè)均勻 的消費(fèi)者群體，在人口統(tǒng)計(jì)學(xué)變量中的差異(如年齡、性別、 學(xué)歷、專業(yè) )可能需要未來進(jìn)一步的研究調(diào)查。 題目 Ⅱ ： 英文名 :Do role models influence teenagers’ purchase intentions and behavior? 中文名 ： 榜樣會(huì)影響青少年的購(gòu)買意圖和行為嗎 ? 來 源： Journal of Consumer Marketing 英文資料原件 Do role models influence teenagers39。 purchase intentions and behavior? Craig A. Martin Instructor of Marketing, Fogelman College of Business and Economics, University of Memphis, Memphis, Tennessee, USA Alan J. Bush Professor of Marketing, Fogelman College of Business and Economics, University of Memphis, Memphis, Tennessee, USA Keywords Consumer behaviour, Young people, Advertising, Consumer marketing, Fashion Abstract Attempts to determine which individual, or group of individuals, has the strongest influence on adolescent consumer purchase intentions and purchase behavior. By introducing the concepts of direct (fathers and mothers) and vicarious (favorite entertainers and favorite athletes) role models into the consumer behavior literature, the study allows greater understanding of the socialization patterns of young adult consumers. Results from this study provide significant contributions for marketing and advertising managers seeking to improve their understanding of the evergrowing adolescent consumer market. Introduction The teenage market in the USA represents a tremendous opportunity for marketers. Recent figures estimate that teens spend nearly US$100 billion a year (Zollo, 1995). Projections indicate that by 2021, the teenage population will have grown to approximately 34 million (Merrill, 1999), exceeding their number in any of the baby boom years of the 1960s (Miller, 1994). Moreover, Zollo (1995) posits that teens are extremely important targets for marketers because: (1) they influence their parents39。 spending。 (2) they will spend a lot of money in the future。 (3) they are trendsetters. Teenagers are more involved with trends than probably any other age group. They are not only trendsetters for one another, but are also trendsetters for the population at large. Current trends in clothing and music, for example, are results of teens perceiving an idea or brand as cool. According to Zollo (1995), some of the top reasons that make a brand a ``cool brand39。39。 among teens are: ``quality39。39。, ``it39。s for people my age39。39。, ``advertising39。39。, ``if cool friends or peers use it39。39。, and ``if a cool celebrity uses it39。39。. Thus, it appears that advertising, peers, and celebrities/role models have the potential to contribute to brand choice among teens. Hence, the objective of this research is to explore the impact that role models may have on teenagers. First, the concept of role model influence is reviewed. Next, we will investigate the perceptions of teenagers regarding several role models. Finally, role model influence will be assessed regarding its impact on teenagers39。 purchase intentions and consumer from the research will be given for marketing and advertising managers. Identification of role models and their influence A role model for an adolescent can be anyone the individual es in contact with, either directly or indirectly, who potentially can influence the adolescent39。s decisions or behaviors (Bandura, 1977). This definition of role models allows a variety of individuals to be considered role models, including parents, siblings, peers, teachers, entertainers, and athletes. In other words, anyone that can possibly influence or impact the buying attitudes or decisions of a consumer can be considered a consumption role model. Recent research has examined the impact of each of the aforementioned role model categories on a variety of different dependent variables. The influence of television role models has been examined in terms of their impact on adolescent occupational goals (Christiansen, 1979) and career aspirations (King and Multon, 1996). Other studies utilized parents or teachers as role models, and tested their influence on sexrole attitudes and educational choices of college students (Basow and Howe, 1980), and the influence of samerace or samegender role models on selfefficacy and aspirations of certain races and genders (Parker and Lord, 1993). Another class of projected role models, superstars, were analyzed to determine if they influenced the selfviews of young adults (Lockwood and Kunda, 1997). Overall, the consensus of these studies on the influence of role models indicated that role models have a significant effect on the career aspirations, educational choices, and the selfviews of young adults. What we know about role model influence Different individuals, or groups of individuals, have been recognized as potential role models for adolescents in previous research, including parents (Basow and Howe, 1980。 Brown and Mann, 1991。 King and Multon, 1996), teachers (Basow an