家庭购买决策的影响因素研究 - 基于青少年个人特征视角

A Study on the Influential Factors of Family Purchase Decision - The Perspective of Teenagers Personal Characteristics

As a basic consumer decision-making unit, the family has been paid more and more attention by many scholars in marketing and marketing research. Previous scholars mostly focus on the study of individual consumer behavior, mistakenly believe that the family is composed of only individual consumers, thus ignore the effect of family purchase decision-making and family members, especially teenagers influence. With the development of the economic level, the influence of teenagers on the family purchase decision is also increasing. They are not only the direct consumer in the market, but also the influencer of household consumption. From the perspective of the teenagers personal characteristics, the article is focused on the influence of teenagers on family purchase decision, and find that teenagers circle interaction, product knowledge and other personal characteristics will have a positive influence on family purchase decision, but teenagers’ age has a negative influence on family purchase decision through the empirical analysis.

家庭作为一个基本的消费决策单元在市场营销和营销研究中越来越受到众多学者的重视。以往学者们大都把焦点放在研究个体消费者行为, 认为家庭仅仅是由个体消费者组成, 而忽略了家庭购买决策的制定及其家庭成员对家庭购买决策的影响, 尤其是忽视了青少年这一群体的影响作用。随着经济水平的发展, 青少年对家庭购买决策的影响也不断增强。他们不仅是市场直接的消费者, 更是家庭消费的影响者。本文基于青少年个人特征视角对青少年家庭购买决策影响力进行探讨, 通过实证分析得出青少年圈子互动、产品知识等个人特征都会对家庭购买决策产生正向影响作用, 而青少年年龄则会对家庭购买决策产生负向影响作用。在基于国外丰富研究理论的基础上, 本研究再次证实了中国情境下的青少年对家庭购买决策会产生影响作用。这不仅可以丰富家庭购买决策相关领域的研究, 为后期研究该领域的学者提供一定的借鉴作用, 同时也可以提高企业对家庭和青少年消费市场的认识, 为企业更好地制定营销策略, 有效地开展营销活动提供一定的指导意义。