The Analysis On The Influence Of Urban Nuclear Family Children On Household Consumption Decision-making At Full-nest Stage In Family Life Cycle

Since the family planning policy is carried out in 1979, the number of one-child families has increased enormously,and during the past three decades, the nuclear family of "two generation & three people" become the most typical family pattern. In the nuclear family pattern, children and adolescents status is promoted by positions in family consumption improved and parent-child relationships more equal and more intimate. As the direct consequence of this phenomenon, great changes have taken in children position.The children's abilities of participating in family life and the children's influences of on family consumption decision-making have also been improved,including the children's influences on family consumption level, consumption structure, and consumption patterns.At present,the researches on family consumption in china are studying consumption status,characteristics,psychology and education of children and adolescents consumer groups from the life-cycle perspective. Most researchers in the area of family decision-making have equated family decision-making with husband-wife decision-making and have excluded or ignored the role of children. Consequently, studying the influences of children participating in family consumption becomes especially important. On the base of previous studies, this article combines family life-cycle analysis with consumption role analysis from the consumption economics and consumer behavior view, and try to study the consumption decisions influence of children in urban nuclear family from a Brand-new perspective.According to the study frame, this article is composed of six parts:The first part is introduction.This part is mainly to explain research background, purposes, significance, framework and methods of this article.The second part is the literature review. This part is mainly to review the literature and theory of family consumption, family life cycle theory, family purchase decision-making at home and abroad and sum up the existing researches of children's influence on family consumption in china.The third part is empirical Study. First of all,it analyzes the China social background, the family composition, introduces the division standard of full-nest stage in family life cycle and describes the characteres of every stages in China.Secondly, it establishes a model of children's influences on consumption decision-making, and designes a questionnaire for the selected variables. Finally, the field survey is carried out. Due to lack of human and financial resources, the families with children of Yantai City, Shandong Province are selected as the research object by stratified random sampling.Part IV is about sample data analysis,the recalled data is gathered and analyzed.I carry out the reliability and validity testing on measuring scale datas, and study the relationship between the variables and the dependent variable. Research focuses on the family cluster analysis of consumer decision-making variables and analysis of children influence in different areas of household consumption.Part V is the analysis of the mechanism of children impact on family consumption decision-making. In economic terms, using the matrix method of payment to discuss, the arctile concludes that parents and their children's optimal choice for (support, participation); In sociological terms, it demonstrates that the reasons of increasing influence of children.from three different angles containing the prior education psychology of parents, the child's increased self-awareness, the change of family consumer decision-making.Part VI contains conclusions and suggestions. In the end of this article, it summarizes the conditions of the influence of the urban nuclear family's children in household consumption decision-making process by empirical analysis.This article is based on previous studies, trying to conduct quantitative research on the degree and factors of children's influence based on the influence model. The specific innovations may be embodied in the followings:Firstly, in study objects terms,the article selects nuclear families as this study object,which accounting for absolute percentage of China and make the full-nest stage in family life cycle as the specific study stage,in which the children depend on family at utmost. Narrowing the scope into full-nest nuclear family not only eliminates the different effects to model caused by the single-parent families, or one-parent families with grandparents.,but also eliminates the additional circumstance of children living-independently impacting less on family consumption decision-making.It can make the sample more representative, more focused and innovative.Secondly, in research view terms this study is different from previous studies of domestic household consumption.It does not just describe household consumption,but deeping into the specific families, study the member of the specific families—children, whose influence degree on consumption decision-making, so that we can introduce a new perspective of household consumption study. This provides a new entry point for the study about China urban families, especially the nuclear family of consumer characteristics and trend at present.Thirdly, in empirical analysis methods terms, the article bases on Life-cycle theory and Household consumption decision-making theory, adopting a combination of factor analysis, cluster analysis, hierarchical analysis, scale analysis and other statistical test methods to make a systematic study on the children influence of household consumption decisions-making over the ful-nest nuclear family inYantai. This is rare in the existing research results related to household consumption.