Exploratory Research Of The Impact Of Chinese Cultural Values On Intergenerational Influences Of Brand Attitudes

Parents are instrumental in shaping their children's values, attitudes, and behaviors in a wide variety of life domains. Consumer-behavior research, for example, has found such intergenerational influence in the similarity among children's marketplace beliefs, values, and behaviors and those of their parents. Conceptualizing and measuring the degree to which parental influence occurs, understanding its scope and the conditions that affect it, have emerged as chief research concerns in this area. While china's research on this area is vacant, and with china's special cultural background, Chinese consumers have stronger collectivism spirit and respect high power distance, so that they should perform stronger IGI on consumption-related behaviors.This research adds two dimensionalities of cultural values to IGI models to measure the Chinese consumers' IGI performance and the moderating effect of cultural values.This research includes two ways of qualitative method and quantitative method. Most of the qualitative parts are review of the relative researches. Other quantitative parts conduct with questionnaires to collect dada which was analyzed by SPSS14.0 to get conclusions.From this research, it can be found that Chinese consumers performed significant IGI on brand attitudes, such as brand name-quality association and brand loyalty, and cultural values moderated this effort in some cases.There are five chapters in this paper. The first paper introduces the research background, purpose and method of the paper. The second chapter is qualitative research, it is mainly research review. The third and fourth chapter are quantitative research, and the fifth chapter is the conclusions and implications of this research. The last part is references and postscript.