How culture matters in children’s purchase influence: a multi-level investigation |
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| Authors: | Michel Laroche Zhiyong Yang Chankon Kim Marie-Odile Richard |
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| Institution: | 1.Department of Marketing, John Molson School of Business,Concordia University,Montreal,Canada;2.Department of Marketing, College of Business Administration,The University of Texas at Arlington,Arlignton,USA;3.Sobey School of Business,Saint Mary’s University,Halifax,Canada;4.école des Hautes études Commerciales,Montréal,Canada |
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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. |
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| Keywords: | Acculturation Ethnic-identification Children’ s purchase influence (CPI) Generational dissonance/consonance Chinese immigrant families Multi-level analysis |
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