【作者】 肖代柏；

【导师】 甘碧群；

【作者基本信息】 武汉大学 ， 市场营销管理， 2013， 博士

【摘要】 由于年轻一代具备快速接受新事物的能力,形成反向影响年长一代的客观基础。诚然,全世界范围内在涉及各种新型消费品、新技术应用时,都会存在反向代际影响。中国的特殊性则在于,她是一个根深蒂固的传统观念和剧烈的并存的社会。一方面,传统孝道使得家庭中“以长为尊”,下辈在行为上表现出更多的对上辈的趋同和依恋：另一方面,改革开放以来的社会转型造成了文化变迁,年长一代的传统价值观、知识和经验受到了冲击,面临再社会化的问题。本文的目的就在于,分析在中国当前文化背景下,针对父辈的消费行为,子女施加反向代际影响的原因、表现形式、作用过程及内在机制,研究结论将有利于企业进一步发掘我国老年市场蕴藏的消费创新动力。本文遵从探索到验证的研究路径,先通过深度访谈,分析消费领域反向代际影响行为的动机、代际间互动的模式,并总结反向代际影响的作用过程及内在机制。在质性分析的基础上,提出基于反向代际影响视角的消费者购买意愿影响因素研究模型,并通过问卷收集数据,进行假设检验以验证模型的可靠性。本文首先以基于自我概念的动机理论为基础,从女儿(影响者)、母亲(被影响者)两个角度分析反向代际影响行为产生的动机,建立质性分析的概念框架。同时,考虑到设定研究背景,质性分析概念框架的构建、概念的界定,将充分考虑“以长为尊”、“孝道”等中国传统文化要素的影响。行为动机分析并不能准确勾勒出反向代际影响行为的全貌,在探究代际影响的形成过程时,无论是正向还是反向,总要与家庭互动的方式和程度联系起来。家庭成员间互动模式、频率的不同,代际影响的结果将不同。其次,本文将通过分析父辈对子辈品牌的评价结果以及接受程度,来总结父辈消费行为的反向社会化机制。研究方法同样将选择质性研究方法,基于社会学习理论、认知一致性理论、社会认同理论以及社会比较理论等社会认知理论,来建立质性的概念框架,界定反向代际影响作用内化的过程及运行机理。最后,本文以计划行为理论(TPB)为基础框架,引入前文界定的反向代际影响的社会化机制作为突显信念的构成要素,构建母亲对于女儿推荐或使用品牌购买意愿的影响因素模型。为说明模型的合理性,发放问卷,收集数据,利用因子分析、T检验和结构方程模型等方法来进行模型假设验证。更多还原

【Abstract】 Due to the younger generation have their acceptance ability of new things, which can be regarded as the objective basis that the younger generation affect the older generation on reverse. In fact, there exists the reverse intergenerational influence on the application of new types of product and technologies all over the world. But China has its particularity, because of its ingrained traditional concepts and severe social transformation in society. On one hand, the traditional filial piety makes the family obeys the rules of respect for the elderly, and the younger generation behaviors their convergence and attachment to the elderly. On the other hand, social transformation brought out much cultural changes and the traditional values, knowledge and experience from the elderly have been under attack since the reform and opening up, which leads to the resocialization. This paper tries to research on how the younger generation exerts reverse intergenerational influence on consumer behavior of the elderly and its reasons, expression modus, function process and internal mechanism. The research conclusions will be helpful to stimulate enterprises innovative power to serve for the elderly consumption market.According to the research method from exploration to verification and based on deep interview, this research analyze the intention of reverse intergenerational influence, the mode of intergenerational interaction in the consumption field, and draw a conclusion about function process and internal mechanism of reverse intergenerational influence. Through qualitative analysis method, this paper sets up the research model to research on the influence factors for consumers’ buying willingness from the perspective of reverse intergenerational influence, and also exert hypothesis test for the reliability of the model by qualitative analysis approach.Firstly, based on the self-concept of motivation theory, this paper sets up the conceptual framework of qualitative analysis to research on the motivation of reverse intergenerational influence. In the same time, we also consider about the research background, sets up the conceptual framework of qualitative analysis and the definition, as well as the traditional culture influence. But behavior and motivation cannot reflect the whole situation of reverse intergenerational influence, we should connect with family interaction, no matter in forward or reverse. Secondly, this paper also analyzes the brand evaluation results and acceptance degree from the elderly to the younger generation, in order to prove reverse socialization mechanism of the elderly consumption behavior. On the basis of the qualitative analysis approach, this research also apply the social cognitive theory, such as social learning theory, theory of cognitive consistency, social identity theory, social comparison theory to set up the qualitative conceptual framework, to define the process and mechanism of the role internalization in reverse intergenerational influence. Finally, this paper applies the theory of planned behavior (TPB), combine the socialization mechanism of reverse intergenerational influence as a factor element to set up the factor model to analyze the mother’s influence to her daughter on brand. In order to explain the rationality of the model, we design questionnaires to collect data, and then apply the approaches such as factor analysis, T-test, structural equation modeling to test the model hypothesis.更多还原