The Reverse Intergenerational Influence Of Consumer Behavior

Due to the younger generation have their acceptance ability of new things, which can be regarded as the objective basis that the younger generation affect the older generation on reverse. In fact, there exists the reverse intergenerational influence on the application of new types of product and technologies all over the world. But China has its particularity, because of its ingrained traditional concepts and severe social transformation in society. On one hand, the traditional filial piety makes the family obeys the rules of respect for the elderly, and the younger generation behaviors their convergence and attachment to the elderly. On the other hand, social transformation brought out much cultural changes and the traditional values, knowledge and experience from the elderly have been under attack since the reform and opening up, which leads to the resocialization. This paper tries to research on how the younger generation exerts reverse intergenerational influence on consumer behavior of the elderly and its reasons, expression modus, function process and internal mechanism. The research conclusions will be helpful to stimulate enterprises innovative power to serve for the elderly consumption market.According to the research method from exploration to verification and based on deep interview, this research analyze the intention of reverse intergenerational influence, the mode of intergenerational interaction in the consumption field, and draw a conclusion about function process and internal mechanism of reverse intergenerational influence. Through qualitative analysis method, this paper sets up the research model to research on the influence factors for consumers’ buying willingness from the perspective of reverse intergenerational influence, and also exert hypothesis test for the reliability of the model by qualitative analysis approach.Firstly, based on the self-concept of motivation theory, this paper sets up the conceptual framework of qualitative analysis to research on the motivation of reverse intergenerational influence. In the same time, we also consider about the research background, sets up the conceptual framework of qualitative analysis and the definition, as well as the traditional culture influence. But behavior and motivation cannot reflect the whole situation of reverse intergenerational influence, we should connect with family interaction, no matter in forward or reverse. Secondly, this paper also analyzes the brand evaluation results and acceptance degree from the elderly to the younger generation, in order to prove reverse socialization mechanism of the elderly consumption behavior. On the basis of the qualitative analysis approach, this research also apply the social cognitive theory, such as social learning theory, theory of cognitive consistency, social identity theory, social comparison theory to set up the qualitative conceptual framework, to define the process and mechanism of the role internalization in reverse intergenerational influence. Finally, this paper applies the theory of planned behavior (TPB), combine the socialization mechanism of reverse intergenerational influence as a factor element to set up the factor model to analyze the mother’s influence to her daughter on brand. In order to explain the rationality of the model, we design questionnaires to collect data, and then apply the approaches such as factor analysis, T-test, structural equation modeling to test the model hypothesis.