How culture matters in children’s purchase influence: a multi-level investigation

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Zhiyong Yang, Professor and Department Head (Creator)
The University of North Carolina at Greensboro (UNCG )
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Abstract: Children’s purchase influence (CPI) is an important factor in understanding family consumption behavior. The present study investigated the effects of cultural adaptation, including the role of acculturation and ethnic-identification, on children’s role in family purchase decisions. By conceiving of CPI as a family context-dependent phenomenon, we hypothesized that parent–child cultural dissonance/consonance within the family influences CPI through a cross-level process. The hypotheses were tested on data collected from 99 Hong Kong Chinese immigrant family triads, i.e., father, mother, and a teenage child. The results showed that: (1) acculturation positively and ethnic-identification negatively influenced CPI for most products, (2) the interaction between acculturation and ethnic-identification had a positive influence on CPI, and (3) generational dissonance/consonance had significant moderating effects on CPI through a cross-level route.

Additional Information

Journal of the Academy of Marketing Science, 35(1), 113–126
Language: English
Date: 2007
acculturation, ethnic-identification, children’s purchase influence (CPI), generational dissonance/consonance, Chinese immigrant families, multi-level analysis

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