Do family members agree on family purchase decision? – an empirical study among families in Hong Kong

Family decision making is one of the most important consumer decisions. It is complicated because all family members can be involved in the decision‐making process. The current study examined the impact of perceived buying preferences of individual family member on perceived family buying preferences. A new family decision‐making model with family members’ buying preference is proposed based on resources theory, social learning theory and family system theory. It is found that there is a synergy effect in a family decision‐making process. The synergy effect is expressed as positive correlations between individual family members buying preferences. Quota sampling was adopted to collect primary data in Hong Kong using triadic approach. Managerial implications and future research directions are suggested.