A research on the antecedents and consequences of reference group influence in young consumers

This study aims to reveal the antecedents of the normative and informative reference group influence. Also, the effect of the normative and informative reference group influence ımpact on young consumers' purchase intention was examined within the study's scope. Investigating how these effects develop in terms of product categories is also among the aims of the research. The study's population was determined as young consumers studying at Sakarya University and Sakarya University of Applied Sciences in Sakarya. The data were gathered via the survey method to test the model proposed within the study. As a result of the survey study, a total of 1031 questionnaires were analyzed, including 258 for perfume, 256 for shampoo, 262 for mobile phone, and 255 responses for the casual clothes category. The structural model was tested by employing descriptive statistics, confirmatory factor analysis, and reliability and validity analysis. When the study's findings were evaluated, it was concluded that the need for uniqueness and perceived risk were the antecedents of the normative and informative reference group influence, while self-esteem had no impact on the reference group influence. As a result of the multi-group analysis, the effect of self-esteem, need for uniqueness and perceived risk on the informative reference group differ significantly in terms of product categories. Another difference is observed in the multi-group analyzes performed for product categories in terms of the normative reference group effect. The effect of the need for uniqueness on the normative reference group differs significantly in terms of mobile phone and casual wear product categories.