拥有或体验:个人价值观和社会文化背景 适度年龄差异 购买评价
Haowei Peng1,2, Tianyuan Li1
1School of Humanities and Social Science, The Chinese University of Hong Kong, Shenzhen, China.
概括
消费者购买偏好因年龄而异,受个人价值观和文化的影响. 对于中国成年人来说,年龄对体验性购买的影响是基于个人价值观的不同,与美国不同.
科学领域:
- 消费者行为 消费者行为
- 心理学 心理学 心理学
- 跨文化研究跨文化研究
背景情况:
- 消费者福祉受到购买决策的重大影响.
- 与年龄相关的动机变化可能会改变消费者偏好.
- 个人价值观和文化背景可以缓解与年龄相关的消费者行为差异.
研究的目的:
- 调查与年龄相关的差异,评估体验购买与物质购买之间的差异.
- 检查个人价值观和社会文化背景对这些年龄差异的调节作用.
主要方法:
- 调查了来自美国 (N=201) 和中国 (N=212) 的413名参与者 (20-78岁).
- 分析购买评价,考虑年龄,个人价值观 (自我超越,对变革的开放) 和国家.
- 使用三向交互模型来评估国家 × 个人价值 × 年龄效应.
主要成果:
- 观察到一个显著的国家 × 个人价值 × 年龄的相互作用.
- 在中国,年龄与具有较低自我超越或开放性价值观的个体的体验性购买偏好有负相关性;对于具有较高价值观的人来说,这种相关性减弱或逆转.
- 在美国参与者中没有发现与年龄相关的显著影响或相互作用.
结论:
- 消费者购买偏好与年龄相关的差异是由个人价值观和社会文化背景调节的.
- 这些发现突出了文化背景 (美国与中国) 对年龄,价值观和购买选择之间的相互作用的影响.
- 了解这些因素对于理解不同的人口和文化中的各种消费者行为至关重要.
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