Feminism Orientation, Product Attributes and Husband-Wife Relative Influence on Family Purchase Decision: An Empirical Study in Taiwan

Wife relative influence (i.e., HWRI) on family purchase decision-making in Taiwan, which is a benchmark of developed countries in Asia. Feminism orientation and two product attributes (function-appearance and high-low financial risk) are posed as independent constructs for testing HWRI. Questionnaires are used to survey HWRI and feminism orientation of respondents in Taiwan. And LISREL model is used to test. causality path effect between feminism orientation and HWRI. The results indicate that Taiwanese families make purchase decisions in a syncretic (i.e., husband-wife joint) way, with slightly husband dominance. And the relationships among feminism orientation, product attributes and HWRI are confirmed via the empirical evidence.