Family Purchase Decision: An Examination Of Teenagers' Resources And Influence Strategies
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Date
2009-05
Authors
FIKRY @ AZIZ, AMILY
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Abstract
Nowadays, due to the decrease of birth and fertility rates and tHe postponement of
childbearing, parents perceive that their teenagers have higher consumer skills, are more
rational, and are able to comprehend basic economic concepts. As a result, there is an
increasing influence of Malaysian teenagers on family purchase decision. Moreover,
there is also a iack of iiterature and theoretical gaps pertaining to the study at hand. Due
to that, this study aims to diagnose the effects of the teenager's resources and influence
strategies (Le. persuasion, direct request, emotional or bargaining strategies) on family
purchase decision. Based on the resource theOlY used in thi~ study, a theoretical
framework is proposed and seventeen hypotheses are deveioped to study the aforesaid
linkages. 700 questionnaires are distributed to teenaged students in the private academic
secondary schook The seiection of schools and students are based on the proportionate
stratified random sampling method. Out of the 700 questiomruires distributed, 512
questionnaires deemed usable for this research were analyzed usirlg factor analysis,
reliability analysis, correlation analysis and multiple regression analysis. TIle rnain
frndings of this research indicated a significant reiationship among teenager's resources,
influence strategies and family purchase decision. ivlajOlity of the variabies are paltially
mediated between resources and faillily purchase decision. Overall, the findings
indicated that the teenagers' savings, product knowledge and product importance
affected the influence strategie3 used by thCIn in the family purchase decision. Thus, it
is suggested that the teenagers' resources and influence strategies shouid be given some
consideration in future research efforts. The implications of these results on the theory
of resources along with the practical impiications of the findings are discussed and
opportunities for nlture research are provided.
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Keywords
Family Purchase Decision , An Examination Of Teenagers' Resources And Influence Strategies