Reference Group Theory: Understanding

Reference group theory: Understanding

Apple fever phenomenon

Abstract

This study intends to explores the motives of university students’ choice of purchasing Apple products. By employing questionnaire to investigate among apple and non-apple users’, it is found that the reference group theory makes significant contributions [A1]to their choice. These results further the development of reference group theory on empirical aspect.

Introduction

Owning Apple Products has been a new fashion among Chinese young people especially university students among whom digital products play a significant role. The reason for having Apple products varies widely. Most university students, however, claim that the major reason for purchasing Apple Products lies in the powerful functions. But!! according to the basic consumer behavior theory, group influence plays an important role in choice-making especially in non-necessity purchasing. As university students are at a certain stage when they tend to pay great attention to the peers’ behavior, the same conclusion may adapt to Apple products purchasing.However Ttherehas been little research on the group influence on the individual’s choice-making about Apple Products in terms of social psychological processes. This study hence proposes a model of group influence thatis based on the reference group theory aiming to specify the study on Apple Products aiming to[A2], and to find out the whether reference group has an impact on university students’ choice-making, and to what degree it has affected their decisions. The paper is organized as follows. In section 2, a brief literature review is carried out, reviewing the development of the reference group theoretically. In section 3, the methodology is presented consist of [A3]the detailed process of the research. In section 4, the data areshown analyzed and according findings are shareddiscussed. In the end, a discussion is made.

Literature review

The concept of reference group has a pervasive influence on marketing studies, beginning with its introduction to the discipline by Francis Bourne in 1956. Originally defined by Hyman (1942) as a group that influences the attitudes of those individuals who use it as a reference point for evaluating their own situation, the reference group construct has since been significantly clarified and expanded upon as it came to be embraced by marketing scholars. Park and Lessing (1977) broadened its definition and scope to include "an actual or imaginary in situation, individual or group conceived as having significant relevance upon an individual's evaluations, aspirations, or behavior."

In the context of marketing, reference groups have been regarded as important determinants of buyer behavior, especially regarding product selection (Bourne, Bearden, and Etzel 1982), brand evaluation and choice (Brunkrant and Cousineau 1975; Witt 1969; Witt and Bruce 1970, 1972), brand loyalty (Stafford 1977), and perceptions of product quality (Pincus and Waters 1977). Thedegree and scope of influence exerted by various kinds ofreference groups have also been examined, resulting inclassification of groups along the dimensions of degree ofcontact, membership, and attraction (Hawkins, Best and Coney1995; Newcomb 1943, 1950).

Reference group influence has been treated as a multidimensional construct (Bearden and Etzel 1982; Bearden, Netemeyer and Teel 1989; Brunkrant and Cousineau 1975; Deutsch and Gerard 1955; Park and Lessig 1977) based on the assumption that influence can occur for different motivational reasons.Today, researchers are ingeneral agreement that reference groups have three functions, utilitarian, value expressive and informational, that motivates consumer’s choice.The utilitarian function of reference groupswas described as occurring when an individual conforms to anotherindividual's influence in order to realize a reward or to avoidpunishment. This compliance would only occur if the individualfelt that his or her actions were visible or known to the otherparty. The value-expressive function was viewed as transpiringwhen an individual conforms to another's influence for thepurpose of enhancing or supporting his self-concept byassociating or disassociating himself with positive or negative referents. Informational social influence is an influence toaccept information obtained from another as evidence aboutreality.

As been summarized above, a sophisticated reference group construct was clarified by marketing scholars. In contrast,Despite such theoretical discussions, there is little empirical researchhas been made on the given topic最好再说一下topic，读者已经不记得了especially in the realm of electronic innovations.Hence Based on the principles above, this paper will explore the impact of reference group on Apple fever phenomenon by adopting statistical method analyisis in order toand make contributions to the further the understanding of reference group theory.

Methodology

Objectives

Considering the fertile field for research in consumer behavior offered by reference group theory, it seemed pertinent to relate reference theory and consumer behavior in an empirical study. The first and foremostobjective of the study, therefore, was to explore the underlying correlation between reference groups and consumer behavior statistically. based on data analysis, The second objective is closely related to the first one. Indeed, it is a moren in-depth exploration based on the first objective thatof how much reference group theory has affecteds the individual’s choice. This part of the research intended to determine investigate the fundamental motive of individual’s purchasing Apple products;.Mmore specifically, the relationship between functional aspects and group influence, this paper was aimed to find which play a more crucial role.

Research design

Procedures of the research were as follows.

1. Specification and delineation of the concept. In the context of this research, reference group was those in the core network of a university student including good friends and roommates.The second term was Apple ownership. Anyone who possesses any amount of apple products would be defined as Apple users and isincluded in a group.
2. Design of the experiment. Aquestionnaire was designed to be the main instrument to measure the impact of reference group on individual’s choice-making.The questionnaire was classified into two parts, participants needed to choose one of them depending on whether they owned Apple products.[A4]
3. Implementation of the experiment. 50 apple products users and 50 non-apple products users wereinvited randomly selected to answer the questionnaire. In order to guarantee the objectivity of the experiment, participants are selected randomly among university students.
4. Analysis of the data including has three foci: a. apple products ownership rate of participants’ core network. b. the degree of factors affecting apple users’ choice-making. c. the average usage frequency of the functions on apple products .

Results

Table 1

THE RELATIONSHIP OF APPLE OWNERSHIO BETWEEN

PARTICIPANTS’ CORE NETWORK AND THEMSELVES

Rate order of the apple ownership
of participants’ core network / Apple user / Non apple user
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0% / 3
0
3
3
2
4
0
2
2
0
0 / 2
0
0
2
2
2
0
2
7
2
0

Analyzing the apple products ownership percentage of each group helps to determine whether reference group was in fact a source of influence on individual’ choice of purchasing. With the assumption that the reference group had an impact on individual’apple products decision-making, the questionnaire containing quantitative analysis was a valid tool to use to test the hypothesis. 这部分应该放到methodology里面。If the study was properly designed to show groups influence purchasing, then the statistical result should be a significant difference between each group.

Statistically, the results of the analysis of ownership rate supported the hypothesis that. The Apple products ownership rate of apple users’ core network was largely different from those who didn’t possess a apple product. As table 1 has shownshows, the apple products ownership rate of apple users’ core network wasmuch higher than non apple users, most of which ratedabout eighty to a hundred percentage,while non-apple users’ core network ownership rate was clustered around twenty percentages.As the reference theory indicates, individual’s behaviors tend to be influenced by the reference group and members in the same reference group are more likely to share the same brand preference.In the case of apple products,an apple user’s core network is inclined to possess more apple products. Data collected in this study confirmed that the inference as apple users’ core network possessed more apple productsand thus had animpact on participants’ brand preference.

前面一个section没有heading吗？

The degree of reference group’s influence

The main function of this section of the study was to determine how much reference group had affectedaffects apple users’ choice. The sample in table 2 was selected randomly from apple userssurveyed. The reasons for purchasing apple products weresummarized in three points as table 2 shown. It could be concluded that the functional factor and reference group influence played more significant roles in users’ choice-making. Indeed, twelve out of seventeen apple users surveyed ranked gave? “the importance of function”more than five point[A5] and ten out of seventeen users make the similar estimation on reference group influence while the majority apple users considered chose few other factors into account.

In order to further prove the importance of reference group impact, another questionnaire was designed and the data were processed. A crucial aspect was revealed in this part as the average percentage of functions used was about sixty [A6]while the frequently used functions only took up twenty five percent[A7], which indicate that though being highly cherished, functional factors did not play a essential rolenecessarily enjoy priority in an apple users’ decision-making choice. In other words, regardless of the high ranks given by apple users, they did not make full use of the functions equipped withof apple products and their choice of purchasing apple products were much more deeply affected by reference group than the products’ we generally thoughtfunctions probably due to an individual’s limited informationalresources about functional matter.

Table 2

REASONS INTRIDUING APPLE USERS’ PURCHASING

Rank of affecting degree / other factors / function / Reference group
10
9
8
7
6
5
4
3
2
1
0 / 2
2
0
0
0
1
0
1
1
1
9 / 4
3
5
0
0
3
0
2
0
0
1 / 3
1
3
1
2
4
0
1
0
1
1

Table 3

THE REAL USAGE RATE OF APPLE FUCTIONS

category / Functions which
have been used / Frequently used
functions / Crucial
functions
Average
percentage / 60% / 25% / 5%

Discussion

This study intends to investigate whether reference group has an impact on university students’choice of apple products and to what degree it affects their choice.

The findings were clear-cut. The apple products ownership rate of apple users’ core network is greater than that of the group who didn’t possess. In addition, it was found that reference group impact was in some way overlooked [A8]by collecting the utilization rate among all functions on apple products as only a few functions were utilized.

The reference group has shown great impact on university students’choice of apple products. It can be partly explained by the purchasing patterns in the real world as most of us would be likelypeople tend to ask for advice from those whomwhowethey trust and share have a close relationship with. Another factor contributing to the apple fever is that defined as a high-tech and advanced device, apple products help make a students appear to be up to date and share the same taste with peers. In conclusion, reference group plays an important role in apple products purchasing, and it what? is a perfect supporter of the current theories[A9].

The findings in this study are in line with the view proposed by Bourne, Bearden, and Etzel (1982) that reference groups is an important determinant of buyer behavior. But!!! this study has specified the scope to apple products[A10] and intends to explains the apple fever at present stage from the stand pointperspective of reference group. Furthermore, it addresses the potential of reference group influence by refuting the popular claim that apple’s success is due to its powerful functions.

Like most exploratory studies of this nature, however, thisexperimenthad certaininherentlimitations -- the number of groups studied wassmall, the survey was only carried outmadein with a limited areasample, and; the group studied may not be typical enough. In order to simplify the data-collecting process,the factors affecting individual’s choice wasgeneralized.[A11]If these statements are true, then a wider range of university students should be involved in the experiments. Apart from the questionnaire used in the study, a more objective analysis should can be adopted to support the point of view. Besides, a more in-depth investigation should be made to clarify explore the varied factors influencinge individual’s choices. By applying the suggestions above, a more thorough understanding ofsocial influence on consumer behavior should bepossible.

Thisstudy proves shos the importance of reference group theory on individuals’ choice of Apple products. By analyzing the average percentage of functions used by apple users, the potential of reference group was further clarifieddiscussed.It is expected that The findings of this paper willcan promote the development of reference group theory in empirical aspect[A12].

Reference

Bearden, William O. and Michael J. Etzel (1982), "Reference GroupInfluence on Product and Brand Purchase Decisions," Journal ofConsumer Research, 9 (September), 183-194.

Bourne, Francis S. (1956), "Group Influence in Marketing andPublic Relations," in Some Applications of Behavioral Research,R. Likert and S. P. Hayes, eds. New York: UNESCO.

Burnkrant, Robert E. and Alain Cousineau (1975), "Informationaland Normative Social Influence in Buyer Behavior," Journal ofConsumer Research, 2 (December), 206-214.

Hawkins, Del I., Roger J. Best and Kenneth A. Coney (1995),Consumer Behavior. Homewood, IL: Irwin.

Newcomb, T. M. (1943), Personality and Social Change.New York:Dryden Press.

Lessig, V. Parker, and C. Whan Park (1978), "PromotionalPerspectives of Reference Group Influence: AdvertisingImplications," Journal of Advertising, 7, 41-47.

Stafford, James E. (1971), "Reference Theory as a ConceptualFramework for Consumer Decisions," in Marketing Models:Behavioral Science Applications, R. Day and T. Ness, eds.Scranton, NJ:Intext Education, 121.

Witt, Robert E. (1969), 'Informal Social Group Influence onConsumer Brand Choice," Journal of Marketing Research, 6(November), 473-476.

Witt, Robert E. and Grady D. Bruce (1970), "Purchase Decisionsand Group Influence," Journal of Marketing Research, 7(November), 533-535.

Witt, Robert E. and Grady D. Bruce (1972), "Group Influence andBrand Choice Congruence," Journal of Marketing Research, 9(November), 400-403.

[A1]Really? Do they know the theory?

[A2]两个aiming to?

[A3]想想哪里错了

[A4]知道哪里错了吗？basic grammar。你不应该犯这个错的。

[A5]?

[A6]看不懂

[A7]unclear

[A8]很不清楚。你要说的内容太多了吧。

[A9]What do you mean?

[A10]?

[A11]??

[A12]?