金虹：《A Study on the Influence of Chinese Children on Family Online Purchase Intention through Online and Offline Dual Channel Interaction》，刊發于《Global Business Administration Review》，2023年2月。
摘要：
Most of the previous studies focused on individual consumption behavior, but ignored the investigation of family consumption behavior. In particular, few studies have explored the influence of children on family consumption from an intergenerational perspective. Based on a survey of post-90s children in China, this research attempts to explore family consumption and purchase patterns under the Internet environment in China, and analyze the relationship between online and offline interaction and family online purchase intention and its underlying mechanism. This study was conducted an empirical analysis based on data collected for college students born after the 90s aged 18 to 25. Through empirical research, the results show that offline intergenerational interactions have a positive impact on family online purchase intention through consumption communication, and consumers’ subjective norm plays a mediating role between consumption communication and family online purchase intention, while consumption
recommendation and consumption innovation have no significant effect on family online purchase intention; online social interaction has a positive impact on family online purchase intention through participatory interaction and knowledge interaction, and perceived control plays a mediating role in the influence of participation and knowledge interactions on family online purchase intention, sharing interactions have no significant effect on family online purchase intention. These empirical results implicates that not only enrich family consumption behavior and intergenerational interactions, but also gain insight into family consumption patterns and substantially improve enterprises marketing strategies.
