学龄儿童对家庭购买决策影响力实证研究——基于消费者社会化和资源理论视角  

An Empirical Study of School-children Influence on Family Purchase Decision——Based on Socialization and Resource Perspective

作　　者：郭小钗[1] 

机构地区：[1]中国计量学院经济与管理学院,浙江杭州310018

出　　处：《商业经济与管理》2013年第10期88-96,共9页Journal of Business Economics

基　　金：教育部人文社会科学青年基金项目"中国学龄儿童对家庭购买决策的影响机理研究--基于家长视角的实证"(11YJC630053);浙江省自然科学基金一般项目"学龄儿童对家庭购买决策的影响力研究:基于浙江市场的实证"(Y6110410)

摘　　要：文章在回顾相关文献基础上,结合消费者社会化理论和资源理论,构建了儿童对家庭购买决策过程的影响力(简称儿童影响力)之影响因素整合模型并进行验证。通过对338位学龄儿童的问卷调查分析,结果表明:在家庭购买决策的不同阶段,影响儿童影响力的因素不同。在问题提出阶段,影响儿童影响力的主要因素依次是朋辈互动、概念导向沟通、儿童产品知识、社会导向沟通和媒体展露水平;在信息搜寻/最终决定阶段,儿童的影响力则主要受概念导向沟通、朋辈互动和社会导向沟通因素的影响。在此基础上,文章提出相应的对策建议。Based on Consumer Socialization Theory and Resource Theory, this paper puts forward an integrative model of children＇s influence on family purchase decision-making to explore key factors that will affect school children influence on family purchase decision. With a survey of 338 school children, the results show that the impact factors of children＇s influence on family purchase decision-making are different in the decision-making process. At the initiation stage, key factors are peer interaction, concept-oriented communication, perceived product knowledge, social-oriented communication and children＇s media exposure in turn. At the search/decision stage, the key factors are concept-oriented communication, peer interaction and society-oriented communication. In addition, some corresponding advice is put forward.

关 键 词：家庭沟通模式 消费者社会化 资源理论 家庭购买决策过程 儿童影响 

分 类 号：F713.50[经济管理—市场营销]