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This quantitative research is aimed to study the importance of different types of reference groups which affect consuming behavior of “Gen Y” consumers based on the use of brand
communication concept and consumer behavior theory. A questionnaire was employed for data collection. The data were analyzed by factor analysis, principal component analysis and VARIMAX rotation at the 0.05 confdential level. The research results based on research objectives showed that (1) “Gen Y” consumers were exposed to all 11 types of brand information from the reference groups at the middle to high levels, with the exposure to inﬂuences from the rest of reference groups at the moderate level; (2) “Gen Y” consumers showed all 15 styles of consumer behavior at the low to moderate levels, with the 1st–4th ranks of consuming behaviors being for living and the 5th rank of consuming behavior being for communication; and (3) the results of core factors analysis of reference groups affecting “Gen Y” consumers’ consuming behavior showed that all reference group variables could be divided into 3 core factors, all of which could be combined to predict 66.74% of variances; the 1st core factor: the reference group which consisted of 5 intimates with “Gen Y” consumers, namely, the “sisters, brothers & relatives”, “parents or guardian”, “boy-girl friends or spouse”, “friends” and “teachers/instructors” can predict 38.362% of variances; the 2nd core factor: the reference group which consisted of three groups of celebrities that “Gen Y” consumers admires, namely, “stars/actors”, “singers”, and “famous people” can predict 17.521% of variances; and the 3rd core factor: the reference group which consisted of three groups of people having deep understanding of brand knowledge, namely, the “professional experts”,
“gurus who announced they knew the information very well”, and “sales employees” can predict 10.224% of variances.
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