A Study on the Influence of Teenagers' Personal Characteristics in Family Purchase Decision

摘要

As a basic consumer decision making unit, the family has been paid more and more attention by many scholars in marketing and marketing research. The domestic scholars mostly focus on the study of individual consumer behavior, relevant research on family purchase decision is relatively small, and only researches are discussed from the perspective of parents, ignore the effect of this group of teenagers. In this paper, we can draw the conclusion that the influence factors of teenagers in family purchase decisions can be divided into three categories: social factors, family factors, individual factors through the combing of foreign literature. Based on the perspective of the personal characteristics of teenagers, this paper mainly chooses three factors that are product knowledge, circle interaction and age to discuss teenagers' influence in family purchase decision making under the China situation. In the latter part, the paper will further verify the effect of product knowledge, circle interaction, age on family purchase decision through empirical analysis.