社会转型期城市家庭购买决策的夫妻角色研究
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引用本文:宋思根,张建平.社会转型期城市家庭购买决策的夫妻角色研究[J].财经理论与实践,2011,(3):104-109
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宋思根,张建平 (安徽财经大学 工商管理学院安徽蚌埠 233030) 
中文摘要:作为购买决策主体,家庭是一种非常特殊的组织,在中国社会和经济的双重转型期,家庭内部的角色结构也在发生变迁。以三个中等城市家庭为对象,调查结果显示家庭消费决策的夫妻角色呈明显专门化,夫妻在决策不同阶段的感知影响力也不同。这一结果可能为企业的营销传播策略、市场细分策略设计提供理论依据。
中文关键词:家庭购买决策  夫妻角色  决策阶段  权力结构
 
Marital Roles in Chinese Urban Family Purchasing Decision Making during Social Transformation Period
Abstract:As a kind of purchasing decision making subject,family is a very special organization. The internal role structure vicissitude of Chinese Urban Family is obvious during social and economic double transformation period. Take three medium-size urban family for example, our survey indicated not only marital roles in the family purchasing decision making varied with different product category, but also with purchasing decision processes. The conclusions probably provided some implications for the marketing communication and segmentation.
keywords:Family purchasing decision making  Marital roles  Decision processes  Power structure
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