中外消费者决策型态的比较研究

消费者决策型态是消费者选择商品或服务时的一般心理定位,它支配着消费者的决策行为。研究证明,某些消费者决策型态具有跨文化的适用性,而处于不同文化背景中的消费者的决策也会表现出某些独特的心理类型。本文认为,消费者决策型态是零售商选择目标市场和制定促销策略的重要依据,研究消费者决策型态对于我国零售商了解中外消费者的决策行为,发掘自身竞争优势,实现跨地区经营乃至于跨国经营都具有十分重要的意义。     

中国城市消费者决策型态和决策元目标之关系研究

决策元目标是指决策主体期望优先实现的一种满足状态,它影响着消费者的决策过程。识别不同决策型态的消费者心目中的决策元目标对目标市场的选择和营销策略的制定有重要意义。本文利用Bettman等人的元目标理论和宋思根学者对消费者决策型态8因素模型在中国城市适用性的实证研究成果对决策元目标和消费者决策型态之间的关系进行了分析。     

基于购物时机的消费者决策型态切换机制

消费者购买行为可视为由多维决策型态复合而成，特定消费决策型态会随着环境变化而呈现相应的主导作用。购物时机包含空间维度和时间维度，以自用商品和馈赠商品、个人时机和公共时机为例，数据分析表明，休闲娱乐但不新潮时尚是公共时机主导决策型态；个人时机中的自用商品购买追求完美主义和品牌认知；馈赠商品购买追求品牌认知和新潮时尚。论文最后简要讨论了结论、应用和进一步研究建议。     

如何评估社交媒体的营销效果？

对于一个社会化媒体或是一次社会化媒体营销案例而言,果真是粉丝数量越多越好吗？ 随着人们在社会化媒体上时间的增多,消费者的行为也在发生变化：第一,消费信息和所知新闻来源主要通过社会化媒体网站;第二,越来越多的人通过社会化媒体知悉喜欢品牌的新产品;第三,消费者更渴望与品牌进行互动交流;第四,消费者相信社会化媒体上人们对于品牌的评价;     

社会化媒体中消费者生成广告的影响因素模型及作用路径

如今社会化媒体中随处可见消费者对品牌信息的评论、转发以及创作与品牌相关内容的行为,这样的行为对品牌传播产生了极大影响,它相对于传统品牌传播方式更有效。那么社会化媒体中消费者生成广告行为受到何种因素的影响,这些因素之间存在何种内在逻辑关系？本研究采用立意抽样的方式,选择活跃于社会化媒体（微博、微信、美拍）中的消费者作为研究对象,使用扎根理论的开放式编码、主轴编码与选择性编码对访谈材料进行分析,最后结合选择性编码与“故事线”的方式构建了CGA-EESM影响因素模型。该模型显示：环境、经验、刺激与动机是消费者生成广告行为的四个关键影响因素,它们之间存在错综复杂的作用路径。     

以人为本的社会化媒体营销探讨

本文深入思考社会化媒体的本质特征,关注这一时代背景下消费者的行为模式,对以人为本的社会化媒体营销模式进行探讨。     

儿童消费者社会化影响因素研究综述

儿童对家庭消费的影响日益剧增,本文从这一现象入手,分析其深层原因。并基于消费者社会化视角,对相关文献进行回顾和整理,归纳影响儿童消费者社会化过程的主要因素如家庭、同龄人、媒体、文化以及这些因素之间的相互作用,最后对未来的研究作出展望。     

宜家的社交时代

在消费者心里种下一颗种子,去呵护它,等到适当的时候,种子自然会发芽。从这一角度讲,宜家的社会化媒体营销更倾向于播种口碑,通过产品展示和话题引导加深消费者对品牌的认知,这也正是其社会化媒体营销策略。     

酷圣石一马当先 试水实体电子礼品

品牌使用社会化媒体推动销售的热潮升温,而消费者也愿意尝鲜,为有吸引力的互动式体验埋单。冰淇淋新宠鼓励消费者通过社会化网络送给朋友有形的实物礼品,在互利互惠中提高连锁店的收益率。     

明锐互动:引导消费者自发谈论品牌

正微博等社会化媒体、移动互联网登上营销舞台,使消费者获得资讯,产生评论、转发,也让各媒体间的沟通及品牌信息反馈更实时化。新媒体的特点决定了消费者可以更自由地抒发自己对品牌定位、主张的认同与否。对于奥运会,明锐互动更多是在社会化媒体的话题设置中,植入品牌信息与互动的内容营销。在消费者观看体育赛事时不反感的内容方面下工夫,鼓励消费者自发谈论品牌,并且围绕品牌的正面讯息成为二次传播者,是     

Consumer socialization,social structural factors and decision‐making styles: a case study of adolescents in Malaysia

The purpose of this study is to investigate how the process of consumer socialization will determine adolescents’ decision‐making styles. Eight decision‐making styles were conceptualized as outcomes of the socialization process, which is acquired via interaction with socialization agents, namely parents, peers, printed media, television commercials and in‐school education. The study also proposed five social structural variables (social class, gender, ethnicity, residence and religion) as being associated with the socialization agents and decision‐making styles. The study sample consisted of 934 adolescents between the ages of 16 and 19 years. The data were collected using a self‐administered questionnaire and analysed with the SPSS computer program. As a result of regression analyses, significant relationships were found between social structural factors and socialization processes, suggesting that the influence of socialization agents on adolescents may vary according to certain demographic characteristics. Significant relationships were also found between social structural factors and socialization processes. Peers appeared to be the most important agents of consumer socialization, contributing to a variety of desirable as well as undesirable consumer decision styles. Printed media and television commercials were also found to be significant sources of the acquisition of both desirable and undesirable decision‐making styles. Parents and in‐school education, however, were insignificant in the acquisition of any decision‐making styles among adolescents. Information obtained from this study could be useful to government agencies and consumer educators. The most revealing finding of this study is that parents did not contribute to the formulation of decision‐making orientation for adolescents. This points to the need for consumer educators to take steps in designing programmes that will involve parents as primary socialization agents at home; this may be facilitated via printed materials. Apart from this, the information can also be helpful in enabling marketers to be more effective in targeting various adolescent markets by formulating marketing strategies according to demographic factors, socialization process and decision‐making styles.     

Who teaches them to consume: a study of Brazilian youngsters

This article is aligned with Burgess and Steenkamp's suggestion of the need for a marketing renaissance through research into emerging markets in order to advance marketing science and practice. The objective was to study the consumer socialization of pre‐adolescents and adolescents living in the city of Rio de Janeiro. The study also seeks to understand the consumer socialization process and primary influences. Being an exploratory study, it was developed through interviews with 10 participants, aged 11–13. Findings highlighted aspects not yet reported by the international literature, such as the postponement of mobility and autonomy for consumer behaviour because of parents' concerns with violence in a major urban centre. Another issue that is discussed is the probability that grandparents and domestic workers act as potential agents for children's consumer socialization.     

College students’ consumer competence: a qualitative exploration

The purpose of this qualitative study was to investigate college people's perception of the competence necessary to play the consumer role and of the different socialization agents and processes involved in their consumer learning. Perception of the meaning of consumer competence seems mostly based on characteristics associated to preventive behaviours. If, on the whole, the subjects think they are competent consumers, their perception of other consumers is much less favourable. The mother appears to remain the most influential socialization agent but the father seems to play an increasing role. Young people's consumer socialization process is mainly achieved through communication, observation, and by learning through trial and error. Some of them find that consumer education in high school was useful but boring, and some others didn’t remember having received this education. The need to study further the competence of young adults and to provide consumer education is discussed.     

An empirical study on Chinese adolescents' fashion involvement

Chinese adolescents are growing up with China's rapid economic growth and they represent the up and coming group of China's fashionistas. The aim of this study is to assess the effectiveness of consumer socialization on Chinese adolescents' fashion involvement. Using the data collected from 169 Chinese adolescents, the research provides empirical results about the impacts of different consumer socialization agents on Chinese adolescents' fashion involvement. The study results reveal the positive and significant impacts of fashion magazines, fashion websites and peers on Chinese adolescents' fashion involvement, but a negative and significant impact of Internet on adolescents' fashion involvement. In addition, parents and TV were found to have no significant impact on Chinese adolescents' fashion involvement. Such empirical research not only deepens our understanding of the nature and strength of the relationships between the consumer socialization agents and Chinese adolescents' fashion consumer behaviour, but also makes a meaningful contribution to improving the consumer socialization framework. We believe these findings will be useful to update current consumer socialization frameworks and make it more relevant and useful for studying the new generation of consumers in the emerging market context.     

An analysis of child consumers in Turkey

This research was conducted on 402 children going to kindergarten and primary schools with the purpose of analysing the children's interests, responsibilities, economic resources, purchasing activities, and socialization agents and purchase influences as consumers. Data were collected using a questionnaire, which was prepared by considering some previous research. The questionnaire was applied to subjects through face‐to‐face individual interview. The data were analysed by using explanatory variables, including age, gender, socio‐economic status and family type. Findings indicated that consumer socialization of children was connected to selected demographic characteristics, especially age, and they were surprisingly independent and influential consumers. The results of this study are important for those involved in children's and adults’ markets, and for consumer educators.     

Socialization into consumer culture: hunters learning to be men

This ethnography examines the primary socialization of masculinity within the hunting subculture. Young men are mentored by family and friends through the use of shared stories, rituals, and core values for up to two decades. Vygotsky's socio-cultural theory is used to explain this maturation process. The authors explore this consumer socialization process as youths move across the stages of pre-hunter, neophyte, and apprentice, until they finally become competent hunters. While this youthful practice of masculinity tends to rely on traditional notions of masculinity, during this competency stage, the men negotiate diverse constructions of masculinity within consumer culture.     

Social media adoption behaviour: Consumer innovativeness and participation intention

With the emergence of social media, the trends of selfies have become common across various social networking platforms as a distinctive way of self-presentation. It has aroused the interest of various scholars to comprehend the consumer adoption behaviour for social media. Thus, built on the innovation diffusion theory (IDT) and theory of planned behaviour (TPB) perspective, this paper developed a model to empirically test whether and how critical factors of consumer selfie-posting behavioural intention on social media affect behavioural intention and word-of-mouth to consequently enhancing their adoption behaviour towards social media to post selfies. The data were gathered from 353 young consumers who post their selfies clicked via smartphone on their social media accounts. The results revealed that consumer innovativeness and participation intention directly and indirectly affect consumer adoption behaviour for social media to post their selfies. Additionally, the study identified that among all critical factors, participation intention and perceived behaviour control have strongest influence on behavioural intention to post selfies followed by consumer innovativeness, attitude towards selfie-posting and subjective norms. The study contributes to the extension of TPB by adding participation intention and positive WOM, adoption of social media. This research validated the significant roles of consumer innovativeness, participation intention, positive WOM and intention to post selfies in predicting the adoption behaviour. Practitioners and marketers of social media sites can improve the usability and effectiveness of positive WOM and intention to post selfies to attract more young consumers.     

Intergenerational influence on sustainable consumer attitudes and behaviors: Roles of family communication and peer influence in environmental consumer socialization

Intergenerational research on sustainable consumption remains scarce, particularly in relation to which factors may affect the level of intergenerational similarity and the direction of intergenerational transmission. The present study addresses these gaps and adds to the growing body of literature in environmental consumer socialization by examining intergenerational influence on sustainable consumer attitudes and behaviors in a sample of 146 dyads comprised of mothers and college-age daughters. In the domain of intergenerational influence, we study two potential moderating factors suggested in past consumer research: communication effectiveness and peer conformity. Using the co-orientational model and nominal dyad method, we reveal the existence of intergenerational similarity in dyads' sustainable consumer attitudes and behaviors—after accounting for nominal effects— and show that stronger parent–child communication between mother–daughter pairs leads to greater intergenerational similarity, whereas stronger peer influence on daughters reduces intergenerational agreement. Our analysis further suggests the presence of reverse environmental socialization, in which intergenerational influence predominantly occurs from daughter to mother. Dyads' subjective knowledge regarding sustainable consumption provides empirical insights for this co-orientational model finding on reverse intergenerational transfer. Overall, outcomes of this study encourage marketing managers to leverage young-adult offspring in the process of communicating sustainable marketing strategies.     

Adolescent consumer decision-making styles: The consumer socialization perspective

This study has attempted to conceptualize the distinct factors that may be said to characterize an adolescent's consumer decision-making style from the perspective of consumer socialization. Eight consumer decision-making styles were proposed to be associated with the influence of socialization agents and antecedent variables (e.g., social structural and developmental variables). Influence of socialization agents was also proposed to be associated with antecedent variables. Survey data (N = 1954) collected from 29 high schools in a southwestern state were examined with the use of a series of stepwise multiple regression analyses. Influence of socialization agents—peers, parents, printed media, TV commercials, and consumer education—clearly played an important role in influencing adolescent consumer decision-making styles. Antecedent variables, especially social structural variables such as gender, ethnicity, main reason for working, and the amount of parental allowance, demonstrated significant correlations with consumer decision-making styles. Antecedent variables, however, were in general found to be only distantly related to the influence of socialization agents. © 1996 John Wiley & Sons, Inc.     

Leveraging consumer personality and social media marketing to improve a brand's social media equity

Consumer personality traits impact consumer actions, preferences, online behaviour and shopping motives. This study examines personality traits as drivers of social media equity by addressing the mechanisms under which consumer personality traits influence social media equity. We aim to combine consumer-level information with brand-level metrics to advance our understanding of consumers' associations with brands on social media and how specific consumer personality traits can be leveraged to improve a brand's social media equity. Using a self-administered survey, a total of 418 respondents from an online consumer panel participated in this study. The results from structural equation modelling revealed that while extraversion, openness to experience and neuroticism personality traits are positively associated with brand engagement and brand advocacy, agreeableness and conscientiousness are significantly associated with brand advocacy and not with brand engagement. This study advances theory by examining how consumer personality traits influence social media equity via brand engagement and brand advocacy as mediators. The findings provide rich practical insights into underlying mechanisms through which marketers can increase social media equity using consumer personality traits.