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家庭结构是影响家庭消费意愿和消费行为的一个关键因素,家庭结构类型不同,家庭的消费意向、消费结构和水平就会呈现不同的特点。本研究重点关注家庭消费的心理倾向而非消费行为的结果性因素,致力于从消费行为学的角度来探索家庭结构对我国居民消费意愿不同层面的影响。研究结果表明,我国不同类型的家庭在消费数量、所消费产品和服务类型以及消费档次等方面的意愿上,都会呈现不同的特点。本研究对于企业的营销决策和国家消费政策的制定都有重要的启示意义。
Family structure is one of the key factors affecting the willingness and spending behavior of the family. Different family structures have different characteristics, such as the household’s intention of consumption, consumption structure and level. This research focuses on the psychological tendency of family consumption rather than the result factor of consumer behavior and devotes itself to exploring the impact of family structure on different aspects of Chinese residents’ willingness to consume from the perspective of consumer behavior. The results show that different types of families in China will show different characteristics in terms of the amount of consumption, the types of products and services consumed, and the level of consumption. This study has important implications for the marketing decisions of enterprises and the formulation of national consumption policies.