摘要
基于消费者社会化理论,本文探讨在家庭沟通模式、同龄群体沟通和媒体接触三个社会化因素同时作用的情况下,家庭沟通模式对青少年品牌态度的影响。根据沟通导向的维度水平的高低不同,将家庭沟通分为四个沟通类型:概念型、交互型、保护型和放任型。实证研究以中学生为调研对象,通过问卷调查,利用协方差和多元方差进行分析,数据结果表明:(1)中国家庭沟通模式呈现交互主导型沟通特征;(2)多元型家庭沟通的青少年在媒体接触上高于其它家庭沟通模式,多元型家庭沟通的青少年高于其它家庭沟通模式的同伴接触;(3)不同家庭沟通模式的青少年在对表达性消费—品牌象征属性的态度方面表现无差异。同龄群体沟通和媒体接触量则直接对之起作用。
In recent years, the adolescent segment has been increasing as a portion of the consumption market. As such, adolescent consumers have become increasingly important and have attracted more attention from scholars, especially in the context of consumer socialization. However, most scholars have focused their attention on the relationship between young consumer behavior and single consumer socialization agents, i.e. family communication patterns, peers, media, and so on （with the exception of general conceptual models constructed by socialization theory in the early research）. Based on consumer socialization theory, the two dimensions of parentto-child communication produce a four-fold typology of family communication patterns： consensual families, pluralistic families, protective families, and laissez-faire families. In the existing literature, very few researchers have investigated how family communication patterns affect adolescents＇ consumer behavior when several other socialization factors exist together. By investigating 593 questionnaires, the results of data analysis indicate that： family communication patterns and the amount of peer communication all affect adolescents＇ attitudes towards brands. The adolescents from pluralistic families watch TV more than those from other counterpart families. Adolescents from pluralistic families communicate with their peers more than their counterparts from other types of families, and those from consensual families do so more than those from protective families. Consensual families and pluralistic families have positive effects on adolescents＇ attitudes towards the utilitarian importance of brands. There is little difference between the effects of the four styles of families on adolescent attitudes towards the image importance of brands. In contrast to the effects of peers and the media, family communication patterns have little effect on adolescents＇ expressive consumer behavior.Further research will be concentrated on proposing a relationship model for these several consumer socialization agents and adolescents＇ attitude towards brands, and attempting to find out if there is a mediating variable when socialization agents also affect adolescent＇s consumer behavior.
出处
《南开管理评论》
CSSCI
北大核心
2009年第4期36-43,共8页
Nankai Business Review
基金
2009年度广州市哲学社会科学规划课题(09B46)
广东外语外贸大学科研创新团队项目(GW2006-TB-001)资助
关键词
家庭沟通模式
青少年
品牌态度
媒体接触
同伴沟通
Family Communication Pattern
Adolescence
Attitude Towards Brands
Peers
Media
