初探反向世代影響之消費行為－－並論對品牌權益的影響

A Study on the Effect of Reverse Intergenerational Influence on Brand Equity

反向世代影響指在家庭中子女的認知、信念、價值觀、態度與行為對父母購買決策的影響。隨著科技產品推陳出新速度加快，父母較無太多的消費經驗，子女則因習學新事物能力強、資訊接收快，反而子女對父母的消費決策有相當的影響力，但有關此議題的研究，至今仍相當缺乏。本研究進行上述議題的實證調查與分析，利用前測調查取得以數位相機為本研究的產品類別後，第二階段發放父母與子女的配對問卷計回收211份，經比對父母依子女建議品牌購買數位相機之有效樣本為89組配對資料。驗證後，除確定RIGI的現象確存在於現今的消費市場外；也發現子女對品牌權益的認知，無論在品牌形象、品牌偏好、態度忠誠及行為忠誠上，都會顯著而正向的影響父母。

RIGI refers to the general consensus, belief, values, attitudes and behaviors of children within a family that affect the decision of purchasing commodities. In today's societal norm, with the popping of technological commodities at a very fast pace, parents inadequate experience in purchasing equities , and the fast and strong learning skills of children coupled with the advent of information technology, children have greatly influenced their parents in the purchasing decision. In the investigation and analysis of the topic, the study not only underwent understanding whether the phenomenon of RIGI does exist in the market, but went further discussing the impact on the cognition on rights and benefits of brand equities to the parents in order to provide marketing personnel a reference for simulating marketing strategies. After using the obtained digital cameras in the pre testing as sample product items for study, the second phase employs the concept of pairing in the distribution of questionnaire with a total of 221 pairs collected. Nevertheless, after taking into consideration the data of the samples where parents or children have bought cameras, 89 pairs of valid samples were left after thorough scrutiny of gathered data. After statistical investigation and examination, on the one hand, it shows that there exist RIGI phenomenon in today's consumers' market; on the other hand, the cognition of benefits and rights on brand equities to children is it on the brand image, the brand preference, attitudinal loyalty and behavioral loyalty on the brand equity have significantly and positively influence the parents.