期刊名称：International Review of Management and Business Research
印刷版ISSN：2307-5953
电子版ISSN：2306-9007
出版年度：2014
卷号：3
期号：2Part 5
页码：1275-1287
出版社：Academy of IRMBR
摘要：This study takes an integrative approach to examining childrens influence in family decision-making in Iran. To develop a conceptual model of childrens influence, social power theory and consumer socialization theory were used. Social power theory appears to complement consumer socialization theory in explaining childrens gains of consumer knowledge and skills from their parents. The research was conducted in 2013. This research is descriptive of survey type. The data was collected from 385 families, both from parent and children in 2 schools in north and center of Shiraz, Iran, to allow a comparison of perception in influence. Clustering sampling method was used to select our sample. Multiple regression method and confirmed factor analysis was used to analysis the data. Based on the research results we found that children apply expert, referent, reward, and coercive bases of active social power to perform influence attempts, either in the positive manner or in the negative manner. They perform these strategies to have greater influence on family purchase decision-making. Parents felt that their children use legitimate and coercive powers more than other powers. This means that parents perceived their children to be influential by using positive and negative ways. A new variable of family communication patterns was added to the previous models.
关键词：Children; Family Decision Making; Influence; Social Power Theory; Consumer Socialization Theory.
