Premium
Do family members agree on family purchase decision? – an empirical study among families in H ong K ong
Author(s) -
Wut Tai Ming,
Chou TingJui
Publication year - 2013
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2012.01129.x
Subject(s) - preference , psychology , empirical research , social psychology , decision process , marketing , business , economics , microeconomics , mathematics , management science , statistics
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 H ong K ong using triadic approach. Managerial implications and future research directions are suggested.