题 目：The Effects of Online Brand Related Information on Consumer Purchase Behavior across Conformity and Non-Conformity Groups
演讲人：陈 洁 博士 上海交通大学市场营销系副教授
主持人：伍青生 博士 上海交通大学市场营销系副教授
时间: 2010年6月2日（周三） 1:30PM~3:00PM
地点：北楼104
摘要: By highlighting consumers’ personal characteristics related to online brand information search, this study sheds light on how information sources from peer, neutral/third party, and manufacturer/retailer influences consumer purchase behaviors between conformity and non-conformity consumers. Based on a two-phase study with cell phone brands, we discovered that online brand related information from these three sources has positive impact on consumer attitude toward the same brand, which in turn positively influences purchase intention toward that brand. Furthermore, our results show that the peer information source is likely to be perceived as more useful by conformity consumers than neutral/third party and manufacturer/retailer sources; conversely, all three sources are viewed as useful by non-conformity consumers. Implications for researchers and managers are discussed.
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