Research About The Relationship Between Parents And Middle And High School Children's Consumer Decision Making Style

With the development of China's economy,the scale of consumption of children and adolescents is increasing,so they have become a powerful consumer groups.This study focuses on the consumer socialization of middle and high school children,moreover takes into account the intergenerational consumer decision making style,family financial education and self-discrepancy.Based on the previous studies,this research revised the scale of consumer decision making style,and obtained good reliability,which could be used for the middle and high school students and adults.We have produced a questionnaire focusing on consumer decision making style,family financial education and self-discrepancy for adolescents and their parents,resulting in c ollecting 215 data samples which were conducted in various parts of China.The resu It of this study as follows:(1)consumer decision making style has high correlation between generations;parents and children have shown high tendency for perfectionism as quality consciousness and habitual,brand-loyal consumer decision making style.But there are different levels of brand consciousness,recreational shopping orientation and confusing by overwhelming choice;(2)the study revealed the difference of consumer decision making style between parents and children,the corresponding financial education styles play a mediator role.For example,the complaining type of financial education mediates intergenerational impulsive consumer decision making style;(3)self-discrepancy plays a moderator role at perfectionism/quality consciousness,price/careful consciousness,impulsive decision making style between generations.