商业经济与管理
商業經濟與管理
상업경제여관리
Business Economics and Administration
2013年
10期
88~96
,共null页
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
傢庭溝通模式 消費者社會化 資源理論 傢庭購買決策過程 兒童影響
가정구통모식 소비자사회화 자원이론 가정구매결책과정 인동영향
family communication pattern; consumer socialization theory; resource theory; family purchase decision; school children influence
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。
文章在迴顧相關文獻基礎上,結閤消費者社會化理論和資源理論,構建瞭兒童對傢庭購買決策過程的影響力(簡稱兒童影響力)之影響因素整閤模型併進行驗證。通過對338位學齡兒童的問捲調查分析,結果錶明:在傢庭購買決策的不同階段,影響兒童影響力的因素不同。在問題提齣階段,影響兒童影響力的主要因素依次是朋輩互動、概唸導嚮溝通、兒童產品知識、社會導嚮溝通和媒體展露水平;在信息搜尋/最終決定階段,兒童的影響力則主要受概唸導嚮溝通、朋輩互動和社會導嚮溝通因素的影響。在此基礎上,文章提齣相應的對策建議。
문장재회고상관문헌기출상,결합소비자사회화이론화자원이론,구건료인동대가정구매결책과정적영향력(간칭인동영향력)지영향인소정합모형병진행험증。통과대338위학령인동적문권조사분석,결과표명:재가정구매결책적불동계단,영향인동영향력적인소불동。재문제제출계단,영향인동영향력적주요인소의차시붕배호동、개념도향구통、인동산품지식、사회도향구통화매체전로수평;재신식수심/최종결정계단,인동적영향력칙주요수개념도향구통、붕배호동화사회도향구통인소적영향。재차기출상,문장제출상응적대책건의。
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.