消費者在準備「購買」一件產品或服務時，他╱她的「購買意圖」除了受本身「對此購買行為的態度」所影響之外，「群體規範」以及「知覺行為控制」（Ajsen 1985,1991）亦是很重要的影響因素。當該消費者所屬的「群體」擁有很強的約束力時，他╱她在做消費決策時，往往必須考慮別人的想法。同樣的，當他╱她對該消費決策缺乏主控權時，他╱她本身對此購買行為的「態度」亦不能很精確的預測他╱她的「購買意圖」。不過本身的「態度」、「群體規範」、及「行為知覺控制」對「購買意圖」之影響，可能會因文化的不同而產生不同程度的影響。過去研究指出，以「個人主義」為導向的國家中（如美國），個人行為比較不受別人的影響；相反的，以「群體主義」為導向的國家中（如東方社會國家），人們的各種行為必須考慮這些行為所代表的社會意義，因此群體規範的影響會因文化的不同而有所不同。此外，當產品種類不同時，本身的「態度」、「群體規範」、及「知覺行為控制」對「購買意圖」之影響程度也會有所不同。

　　本研究主要是想瞭解在不同文化、及產品類別之下，消費者「購買意圖」受本身的「態度」、「群體規範」、及「知覺行為控制」的影響程度是否有顯著差異。因此，本研究分別收集了台灣、美國、及阿根廷的實驗結果，以瞭解三種不同文化（群體主義、個人主義、以及夾在前兩者之間的拉丁文化）差異的影響。同時為了瞭解產品種類因素對行為意圖的影響，本研究也分別選擇了高經濟風險產品（電腦印表機）及一項高社會風險產品（禮品店之服務）為實證標得物。本研究將採用path路徑分析工具來解釋這三組文化、地理不相近的消費者之購買行為的差異。

中文部分
1. 田中洋，丸岡吉人，民國82年8月，新廣告心裡，蔡焜霖譯，出版，（台北：朝陽堂文化事業股份有限公司）
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