1、同濟(jì)大學(xué)經(jīng)濟(jì)與管理學(xué)院碩士學(xué)位論文網(wǎng)絡(luò)參照群體對(duì)大學(xué)生群體購(gòu)買決策的影響研究姓名：秦曉敏申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：企業(yè)管理指導(dǎo)教師：盛敏20090301AbstractABSTRACTW脅thefastdevelopmentofintemettechnologyinrecentyears，variousinternetapplicationmethodsandtoolshavecanleintopeople’Slife，whichcons

2、tructasecondspaceforhumanlife：avirtualinteractworldAndthisworldisgraduallybecominganindispensablespaceforpeople’sdailylifeAndmoreandmorepeoplealeinvolvedintointernetinterpersonalrelationshipScholarshavenoticedthisoverwhe

3、lmingtrendandlaunchednumbersofresearchesaboutInternetmatters，suchasVirtualCommunityEWOM，OnlineShopping，ElectronicBusiness，etcInthesestudiesconcerningmarketingalemostlyconcentratedonIntemetCredibilityIntemetInformationSou

4、rce，E—WOM，On—lineShoppingDecisionandVirtualCommunityInfluenceHoweverfewpeoplefocusedontheinfluenceofnewreferencegroupwhichhasemergedtogetherwithnewintemetinterpersonalrelationshiponpeople’sbuyingdecisionThisstudyisbasedo

5、ntraditionalreferencegroupinfluencetheoryBytakingcollegestudentstObeourresearchtarget，ltrytOlearnhowtheyareinfluencedbythenewinternetreferencegroupintermsofbuyingdecisionThisresearchCallbeslicedintoseveralpieces：first，tw

6、omodelsareconstructedonbasisofexistingliterature，whichareExtendedModelforReferenceGroupInfluenceandInfluenceMechanismModelofIntemetReferenceGroup，alsothecorrespondinghypothesisaregeneratedSecond，dateanalysesareconductedw

7、ithFactorAnalysis，ReliabilityAnalysis，andSEManalysisonbaseofdatacollectedbyquestionnairesLastly6categoriesreferencegroupsthathavesignificantinfluenceoncollegestudentsareconfirmedTheresultstellthat，theinfluenceintemetrefe

8、rencegroupexertedoncollegestudents’buyingdecisionisconspicuousBesides，theeffectismuchlargerthroughthemodeofNormativeInfluencethanthatofInformationalInfluenceIngeneral，thispaperishelpfulinunderstandingtheinfluencethatinte