中文摘要：

根据215组微信朋友群组成员的数据进行的实证研究表明,朋友群组成员对其所处群组的社交氛围的感知可以影响他们的价值感知,从而最终影响他们的集体行动。突出了自发性的邻近社交网络的重要性,说明了社交氛围可以通过情感的渠道影响朋友群组成员的购买行为。

英文摘要：

Empirical data collected from 215 group members within a WeChat friendship group shows that social climate significantly affects group members＇ we-intention to purchase together.Friendship group members＇ perception of social climate can influence their value perceptions and then impact on group members＇ purchase intention.This study highlights the importance of proximal social network in voluntary settings,illustrating that social climate influences friendship group members＇ purchase behavior through affective channels rather than cognitive channels.