父母对中学生消费决策风格的影响

发布时间：2018-01-12 21:30

本文关键词：父母对中学生消费决策风格的影响　出处：《浙江大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的发展,儿童与青少年的消费规模不断增加,他们已然跃升成为巨大的消费群体。本研究主要通过代际消费决策风格、家庭理财教育方式和自我差异来探究中学生群体的消费社会化。研究—根据前人研究重新修订了消费决策风格量表,并具备较良好的信效度,可适用于中学生和成人群体,能作为后续研究的测量工具。研究二在国内各地的初、高中正式发放家长和中学生子女的消费决策风格、家庭理财教育方式和自我差异的问卷,共收集了2 15对有效数据。研究结果发现:(1)代际消费决策风格整体相关程度较高,父母和孩子都表现出了较高的质量认知导向和忠诚习惯性导向消费决策风格,但在品牌认知、休闲娱乐和决策困扰存在差异;(2)在父母和孩子不同的消费决策风格关系中,相应的理财教育方式会起到中介作用,如焦虑牢骚理财教育方式中介代际冲动性购买导向消费决策风格;(3)自我差异对质量认知导向、价格认知导向、冲动性购买导向的代际消费决策风格之间存在调节作用。
[Abstract]:With the development of Chinese economy, the consumption scale of children and adolescents has been increasing, and they have become a huge consumer group. This study mainly through intergenerational consumption decision-making style. Family financial education and self-differences to explore the consumption socialization of middle school students. Research-based on previous studies revised the consumption decision style scale, and has a good reliability and validity. It can be applied to middle school students and adults, and can be used as a measurement tool for follow-up research. Study 2. In the beginning of China, senior high schools officially distribute the consumer decision-making style of parents and children of middle school students. A total of 215 pairs of valid data were collected from the questionnaire of family financial education and self-discrepancy. The results showed that the overall correlation of intergenerational consumer decision-making style was high. Both parents and children showed high quality cognitive orientation and loyalty habitual orientation, but there were differences in brand cognition, leisure and entertainment, and decision puzzlement. 2) in the relationship between parents' and children's different consumption decision styles, the corresponding financial management education will play an intermediary role, such as anxiety, grumbling, financial management education, intergenerational impulsive purchase oriented consumption decision style; 3) Self-difference has a regulating effect on the intergenerational consumption decision-making style of quality cognitive orientation, price cognitive orientation and impulsive purchasing orientation.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B844.2

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