摘要
针对1960年以前出生的50岁以上、居住在城市的消费者,研究了不同年龄、教育背景和月收入水平的年长消费者在高科技产品购买意愿方面的差异性,以及决策风格对于高科技产品购买意愿的影响。此外,本文还探讨了年轻一代对于年长消费者的影响,即反向代际影响对于研究人群的决策风格与高科技产品购买意愿之间关系的调节作用。本文通过研究发现不同年龄、教育背景和月收入水平的年长消费者在面对高科技产品时的购买意愿不同。同时,消费者的购物决策风格也会影响到消费者对于高科技产品的购买意愿。此外,反向代际影响对于决策风格和购买意愿之间的关系具有正向调节作用。最后,本文还根据研究结果给出了相应的管理建议。
In the view of the consumers over 50, this paper studies how their purchase intentions in high-tech products differ in terms of their age, education background, monthly income and decision-making styles. Meanwhile, the paper also provides insight into the reverse intergenerational impact on the relationship between shopping styles and purchase intention in high-tech products. Findings from this paper indicate that senior consumers＇ purchase intentions in high-tech products differ in terms of their age, education, monthly income and their decision-making styles. Findings also indicate that reverse intergenerational has a positively moderate effect on the relationship between shopping styles and purchase intention in high-tech products. Based on the findings, the paper also provides suggestions for the related management.
出处
《上海管理科学》
2014年第1期39-44,共6页
Shanghai Management Science
基金
国家自然基金71301106项目(文化价值驱动下的中国消费者新信息技术产品采纳研究)阶段成果
关键词
老年消费者
年长消费者
决策风格
反向代际
高科技产品购买意愿
Senior consumers, Consumer decision- making styles, Reverse intergeneration, Purchase intentions in high-tech products
