I社会环境因素对消费者购买决策影响的差异研究内 容 摘 要如今，科学技术快速发展、物质产品越来越丰富，市场上的产品品种繁多而且易于寻找，消费者可以任意选择、购买自己喜欢的产品，逐渐掌握了市场的主动权，在市场营销中扮演着重要的角色。但消费者类型多样，其购买行为受社会环境因素的影响也不一样，这让企业营销人员很难确定面向复杂的购买者的营销对策。营销学中影响消费者购买决策的社会环境因素主要包括两个方面，一是相关群体，二是家庭情况。而相关群体是主要的社会环境因素，所以本文运用文献研究法和案例分析法仅对相关群体对不同类型消费者购买决策的影响进行研究，得出消费者类型不同，他们的购买决策受到相关群体的影响也不同。所以企业营销人员在进行营销活动时要分析相关群体对哪些消费者的购买决策有影响。 关键词：环境因素；购买决策；影响；差异IIIIIStudy on the difference of the influence of social environmental factors on consumers' purchasing decisionsAbstractNowadays, with the rapid development of science and technology and increasingly rich material products, there are a wide variety of products on the market and they are easy to find. Consumers can choose and buy the products they like at will, gradually mastering the initiative of the market and playing an important role in marketing. However, there are various types of consumers and their buying behaviors are influenced by different social and environmental factors, which makes it difficult for enterprise marketers to determine marketing strategies for complex buyers. The social environmental factors that influence consumers' purchasing decisions in marketing mainly include two aspects: one is related groups and the other is family situation. Relevant groups are the main social and environmental factors, so this paper only studies the influence of relevant groups on different types of consumers' purchasing decisions by using literature research method and case analysis method, and...
