探討社會權力及家庭溝通型態對兒童在家庭購買決策影響力模型之影響－以雲嘉南地區為例

Using Social Power and Family Communication Patterns to Investigate the Model of the Children's Influence on Family Purchase Decision

10.29931/MR.200903.0004

蕭至惠(Chih-Hui Hsiao)；沈岱蓉(Dai-Zoe Shen)；蔡進發(Chin-Fa Tsai)

社會權力 ； 家庭溝通型態 ； 家庭購買決策 ； 兒童影響力 ； Social Power ； Family Communication Pattern ； Family Purchase Decision ； Children's Influence

行銷評論

6卷1期（2009 / 03 / 01）

87 - 125

繁體中文

兒童具有影響父母親購買決策之能力已被多數研究證實，然而，本研究認爲在瞭解兒童是否擁有此能力之後，應當再進一步探究兒童影響父母親購買影響力之來源究竟爲何，如此一來，才能針對兒童擁有的影響力做更進一步的評估。因此本研究以社會權力理論及家庭溝通型態爲主要理論基礎，探討積極社會權力、決策歷史、動機強度對兒童所知覺的兒童影響力之影響，以及由父母親所認知的消極社會權力如何影響父母親所知覺的兒童影響力。 本研究結果顯示，在「積極社會權力」方面，兒童會使用報償力、參考力、資訊力、專家力來提升「直接影響企圖」；再者，本研究亦證實「直接影響企圖」、「決策歷史」及「動機強度」皆會正向提升兒童所知覺的兒童影響力；「消極社會權力」方面，以專家力、報償力、合理力的影響力最為顯著；另外，在兒童及父母親所知覺的兒童影響力之相互作用部份，兒童所知覺的兒童影響力會正向影響父母親所知覺的兒童影響力，然而父母親知覺的兒童影響力卻無法顯著影響兒童。最後，本研究也證實了不同家庭溝通型態，彼此在權力來源之組成上存在著些許的差異，因而可以得證，家庭溝通型態確實會影響兒童在家庭購買決策影響力模型的路徑關係。

Based on the fact that children can influence their parents in buying toys, this research investigates the source of children's influence on their parents' decision of buying toys. This research uses the social power theory and family communication pattern as theoretical foundations. This research investigates active social power, decision history and motion intensity should aid in the explanation of variations observed in children's perception of children's influence, and parents' perception of passive social power. This research ends with the following findings. First, children use reward power, referent power, informational power and expert power to increase their direct influence attempt. Second, direct influence attempt, decision history and motion intensity can increase children's perception of children's influence. Third, parents conceive that children have expert power, reward power and legitimate power. Fourth, children's perception of children's influence can impact parents' perception of children's influence, but parents' perception of children's influence can't impact children's perception of children's influence. Fifth, this research proves that family communication pattern can impact the model of Children's Influence on Family Purchase Decision.

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