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What do You Think, Darling? Revisiting Knowledge on Purchase Decisions of Couples within Households

机译:亲爱的,你怎么看?对家庭内夫妇购买决策的再认识

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Many purchase decisions are made by couples living together. Previous research has investigated antecedents of which partner has more influence in these decisions. However, due to societal changes in gender roles, this research requires an update. Hence, we review whether extant findings still apply to contemporary couples. In an online study, we investigate product category-unrelated (education and income) and product category-related (knowledge and preference intensity) as well as contextual (product category, gender) antecedents of relative influence in joint decisions regarding vacations, television sets, groceries, and dining out. Although income still plays a role, individual's education does not - possibly due to increasingly similar educational levels among partners. Knowledge and preference intensity both strongly affect the relative influence on joint decisions as follows: Women (men) are more knowledgeable and have more intense preferences for the purchase of groceries (TV sets). This result points towards persistent gender-bound decision making in some product categories.
机译:许多购买决定是由共同生活的夫妻决定的。先前的研究已经调查了哪个伙伴在这些决策中具有更大影响力的前因。但是,由于性别角色的社会变化,该研究需要更新。因此,我们回顾了现有的发现是否仍然适用于当代夫妇。在一项在线研究中,我们调查了与假期,电视机,电视节目,电视节目,电视节目,杂货和外出就餐。尽管收入仍然发挥着作用,但个人的教育却没有-可能是由于伴侣之间的教育水平越来越相似。知识和偏好强度都极大地影响着对联合决策的相对影响,如下所述:妇女(男子)知识渊博,并且对购买食品(电视机)的偏好更大。这一结果表明,在某些产品类别中,性别决策将持续存在。

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