家庭购买决策中的夫妻角色研究文献述评

Literature Review on the Role of Spouses in Deciding on Family Purchases

家庭被看作是重要的决策单位。夫妻双方在家庭购买决策中的角色不仅随着产品类型而变化,而且也随着产品决策过程的不同阶段而变化。研究家庭购买决策夫妻角色模式是现代消费行为学的一个重要内容,对于企业更有效地开展市场营销活动具有重要意义。

The family is considered as an important decision-making unit.Not only the roles of spouses in making decisions on family purchases vary depending on different products,but also the decisions they are making are different at various stages of a purchase.Considering the patterns of spousal roles in family decision making as an important aspect of consumer behavior,it is useful for enterprises to carry out studies to generate more effective marketing strategies.