儿童对父母非计划性购买行为的影响因素

论文摘要

在过去的三十年里传统的中国家庭的结构发生了很大的变化。其中包括晚婚,晚育和单亲家庭的增加。这些社会变革都深刻地影响了儿童的生长环境,也在很大的程度上改变了儿童对家庭消费行为的影响。本文主要研究家庭消费中与儿童相关的非计划性购买行为。本文采用统计分析,回归分析和Logistic回归分析的方法,系统地找出了儿童对父母非计划性购买决策的影响因素,还包括其他对父母非计划性购买有影响的因素。此外,父母对子女对他们自身的非计划性购买行为的影响能力也本研究的要点。结果发现,儿童的精神发育阶段,父母跟孩童一起逛街的频率和在商场逗留时间长久都是重要的影响因素。这些研究结果对特定行业在中国的市场营销策略的制定有重要意义。

论文目录

• List of Figures and Tables
• 中文摘要
• Abstract
• 1 Introduction
• 1.1 Research Gap
• 1.2 Consolidation and Scope
• 1.3 Purpose
• 1.4 Research Questions
• 1.5 Outline of the Study
• 2 Review of Related Literatures
• 2.1 Spontaneous and Unplanned Purchasing
• 2.1.1 Categorization of Purchasing Decisions
• 2.1.2 Unplanned avoidable and unplanned unavoidable purchases
• 2.2 Factors Influencing Child's Purchase Request
• 2.2.1 Time spent in the store
• 2.2.2 Physical restriction for children
• 2.2.3 Child's Development Stage that Effect Purchase Request
• 2.3 Unplanned purchases depends on the number of purchase requests
• 2.4 Factors affecting Parent's purchase decision making
• 2.4.1 Children's Developmental Stage
• 2.4.2 Frequency of parent & child shopping
• 2.4.3 Linguistic type used in request
• 2.4.4 Household Income
• 2.4.5 Price of product
• 2.5 Perceived and reported amount of expenses due to unplanned purchases
• 2.6 Summary of hypotheses
• 3 Methodology
• 3.1 Participants
• 3.2 Procedure/Process
• 3.3 Survey Form/Questionnaires Design
• 3.4 Variable and Measurements
• 4 Data Analysis
• 4.1 General characteristics of the sample
• 4.2 Hypothesis 1.1-1.3: On factors influencing the number of requests made by children
• 4.3 Hypothesis 2: On number of Unplanned Purchases following a child's request
• 4.4 Hypothesis 3.1-3.4: Factors influencing parents' unplanned purchases based on their children's requests
• 4.5 Hypothesis 4: Perceived expenses versus Actual expenses
• 4.6 Summary
• 5 Conclusion/Management Implications
• 6 Limitation and Recommendations for further research
• Appendix
• Reference
• Acknowledgements