아동소비자의 구매요구행동

Purchase Request Behaviors of Children

The purpose of this study was to investigate the interaction between mother and a child occurred in purchase requests of a child in terms of their actual behaviors. Self administered questionnaires were completed by 413 children attending four elementary schools and their mothers. Two research questions were as follows : 1. What are the factors of purchase request behaviors of children? 2. What are the variables related to them? The major findings were as follows : 1. Factor analysis suggested four underlying factors of purchase request behaviors of a child : negative, negotiatory, positive and assertive. 2. Negative requests were influenced by grade, sex and purchase request frequency. Negotiatory requests were influenced by grade and purchase request frequency. Positive requests were influenced by sex, job of mothers and purchase request frequency. Assertive requests were influenced by grade only. In future research, the variables related those factors have to be sought respectively.