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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。
Abstract：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.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2013.10.004
中图分类号:F713.55;F224
引用信息:
[1]郭小钗.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[J].商业经济与管理,2013,No.264(10):88-96.DOI:10.14134/j.cnki.cn33-1336/f.2013.10.004.
基金信息:
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)
2013-10-15
2013-10-15