Influences of Reference Group on Users' Purchase Intentions in Network Communities: From the Perspective of Trial Purchase and Upgrade Purchase

Reference group is an important factor influencing users' purchase in the network communities. The reference group's influences involve informative influence and normative influence, and users' purchases are divided into the trial purchase and upgrade purchase. In different purchases, users have different product information, consumer experience, and purchase attitudes, making different responses to the reference group. Thus, a research model of reference groups' influences on users' purchase intentions from the perspective of trial purchase and upgrade purchase is constructed. The model and hypotheses are tested by analyzing 349 valid questionnaires. The results indicate that both informative and normative influences have significant positive effects on users' trial purchase intentions. Informative influence has a significant positive effect on users' upgrade intentions, while the normative influence on users' upgrade purchase intentions is not significant. Both informative influence and normative influence have significant positive effects on trust in the product. Trust in the product has a significant positive effect on trial purchase intentions, but its effect on upgrade purchase intentions is not significant. Purchase involvement positively regulates the relationship between informative influence and trial purchase intentions and negatively regulates the relationship between informative influence and upgrade purchase intentions. The results further enrich the theoretical system of users' purchase behaviors in a virtual environment. The research can also have important implications for network communities wishing to improve online marketing.