儿童自主消费决策影响因素研究

Influencing Factors of Children's Self-consumption Decisions

随着我国居民家庭收入水平的上升,儿童消费群体不断增加,儿童消费对儿童市场的发展显示出日益重要的影响。儿童消费决策主要受到家庭、同伴、学校和社会几类因素的影响。通过在国内不同地区的数据搜集及相关量化分析,研究90后和00后儿童消费者在消费决策中实际所受的来自儿童自身、家庭、社会因素的具体影响程度,以期对儿童市场开发提供一定的依据。

With the rise in household income level of residents in our country, children＇s consumer market is developing rapidly. Children＇s consumption decision is influenced mainly by family, peers, school and society. Through collecting data from different parts of the domestic and related quantitative analysis, this paper conducts a research on how much children of post-90s and post-00s consumption decision influenced by children themselves, family, and society, thus to provide some basis rule to follow for the children＇s market development.