- 期刊
夫妻在家庭消費決策中的相對影響力以女權主義傾向與產品屬性為觀點之中日跨文化研究
Husband-Wife Relative Dominance on Family Purchase Decision Making: A Taiwan-Japan Empirically Cross-Cultural Study Based on the Perspectives of Feminism Orientation and Product Attributes
摘要
本研究探討臺灣與日本家庭中，夫妻在消費決策影響力上的分配情形，並假設夫妻雙方之「女權主義傾向」與「產品屬性」為解釋夫妻消費決策影響力之決定因素。研究的目的在於瞭解中日兩國家庭夫妻在消費決策影響力之分配情形，以進行比較性行銷；並探討女權主義傾向和產品屬性對夫妻決策影響力的解釋力，可作為家庭產品在市場區隔、定位與促銷自標選定時的應用。在女權主義傾向的衡量上，修正Arnott（1972）之女權主義量表，建構成一套三因素、十個項目的「女權主義傾向量表」，並經「線性結構關聯模式」（LISREL）之驗證性因素分析證實其信度良好。產品屬性構面中，分別依產品之功能／美感屬性與財務風險性的高／低程度，抽取錄放影機、室內電話機、酒櫃書櫥與花草盆栽四種產品，對台灣與日本受訪者進行實證。LISREL與變異數分析為本研究的主要資料分析方法。在台灣地區329個與日本267個有效樣本的實證後發現，臺灣家庭之消費決策比日本家庭較傾向由丈夫作主，不過大致上仍呈共同決策的型態。丈夫對功能性與高財務風險性之產品影響力較高，妻子則對美感性及低財務風險性之產品影響力高。而夫妻之女權主義傾向愈高，該家庭中的妻子影響力也會越高。本研究亦根據實證結果建構一套「產品屬性促銷矩陣」，並對後續研究提出討論。
並列摘要
This study attempts to compare the husband-wife relative influence (i.e., HWRI) on family purchase decision-making between Taiwan and Japan, which are two developed countries in Asia. In addtion, feminism orientation and two product attributes (function-appearance and high-low financial risk) are posed as independent constructs to test HWRI. Questionnaires are used to survey HWRI and the fem in ism orientation of respondents in Taiwan and Japan, and LISREL model is used to test path effect between feminism orientation and HWRI. The results indicate that Japanese families are more wife-dominant than Taiwanese families, and feminism orientation and product attributes have causal effect on HWRI. Moreover, a ”Promotion Matrix by Product Attributes” was constructed to be a reference for the practioners.