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, socialoriented 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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Received: 13 May 2013
Published: 15 October 2013
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Corresponding Authors:
Xiao-Chai GUO
E-mail: ggxxcc06@zju.edu.cn
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