The Research About Reverse Intergenerational Effect On Consumers’ Purchase Intentions

In modern life, the life style, value idea and consumption concept vary in transition along with the transformation of economic development patterns of living conditions improving.The research background of this paper is in the current transformation period of Chinese society, as a family unit, the Chinese family of consumer behavior effect on the older generation in the daily life, especially with the younger generation and the function of the perceived value in the process of mediation, the power distance and individual independence.In this paper, we study how the reverse generation influence plays a role in consumer behavior, analyzes the process and what’s the differences between positive intergenerational effect and the reverse part.Based on reverse intergenerational effect, perceived value, power distance, individual independence, consumers purchase intention after reviewing related literature analysis, combining the consumer socialization theory analysis, we put forward how the intergenerational effect plays the positive role on perceived value, consumer purchase intention, power distance, individual independence in the process of the impact research hypotheses for the reverse adjustment, established on the basis of the hypothesis of the research on reverse intergenerational effect and consumers purchase intention model. In this paper, we use the older generation and the younger generation in the family life of consumer behavior as the research object, with investigation and analysis of the consuming behavior of family members, the perceived value as intermediary variables, establish reverse intergenerational effect on consumer purchase intention of role model, analysis of power distance and individual independence both regulating variable how to play a role, given the unique perspective of intergenerational impact both forward and reverse, discusses how to grasp the relationship between the consumer and commodity.Through questionnaire investigation, we make sure the feasibility of the applicability of the model and method of inspection, so we can interpret the reverse generation mechanism of action of influence on consumers’ purchase intention, and gives suggestions for reverse theory and practice of intergenerational effect, and can help enterprises to better use of intergenerational effect contact with consumers.In this paper, the empirical part of the main conclusions are as follows:(1) the factors of recommend communication, active observation and consumption experience on the older generation has significant positive influence on purchase intention, taking the initiative to observe is an effective way of reverse intergenerational effect.(2) the higher the power distance of the older generation, the stronger the independence is, the more weaken the reverse generation of the influence of the purchase intention.Through the analysis of the research model, we test whether the assumptions, illustrate how the reverse intergenerational effect is different from the mechanism action of intergenerational effect, and the two aspects of forward, reverse adjust variables play a different effect. The research can help for the enterprise marketing management strategy, in order to enable enterprises to better use of intergenerational effects on marketing and management, thus better able to adapt to the new market environment, and ultimately to obtain competitive advantage of the products.