中国城市家庭消费研究.docVIP

中国城市家庭消费研究 来源：中国传媒大学广告学院 ? 中国城市家庭消费研究 ——以家庭内部角色扮演为切入点的实证考察设计 A Research on Chinese Urban Family Consumption -----an empirical investigation design from role play inside a family ? 陈素白????? 中国传媒大学广告学院2004级博士生 ? 【摘 要】 作为消费者，我们在很大程度上是家庭的产物。以家庭为单位的消费使消费决策过程比个人消费来得更为复杂，因为家庭消费决策事实上是一个群体决策过程，在这个群体消费中既包含个人独立消费也包含群体共同消费的模式，决策过程中各行为主体不再确定的由一个人担当，因此就面临着角色分释的问题。 国内外对于家庭消费的研究并不算少，其中用实证的方法更是常见，可惜大都不够深入，流于表面。目前中国城市家庭基本以“两代户、三口之家”的核心家庭为主要生存模式，家庭结构的变迁直接带来家庭内部消费决策模式的改变和动荡，呈现出种种具有中国城市家庭自身特色的消费现象。如何把握家庭消费的脉络，关键在于研究切入点的选择。 本文对“以家庭成员内部角色扮演为切入点”的研究设计进行了阐述，考察了不同家庭成员，丈夫（男性）、妻子（女性）和孩子在家庭消费决策中各自消费角色地位的扮演。并且根据男性和女性消费的不同特点，对丈夫（男性）和妻子（女性）消费角色进行了不同类型的划分，尝试借助角色扮演这一切入点以求多视觉的对家庭消费进行深入分析。 ? 【关键词】 家庭消费?? ?角色??? 角色扮演 ???消费决策  ? Abstract ? As consumers, to a large extent, we are the product of families. The consuming decision process by family is more complex than that by individual, because family consumption is actually a process of group decision. In this group, such models as individual independent consumption and group common consumption are contained. Each conductor during the process is not a fixed person, thus there emerges a problem of role allotment. There are some researches on family consumption both domestic and foreign, among which empirical studies are particularly common, nonetheless, most of them are quite superficial. At present, the main existing model of Chinese urban families are nuclear with “two generations, three people”. The vicissitudes of family structure result in the changes and turbulence on consuming decision model inside families, unfolding various consuming phenomena with the characteristics special to Chinese urban families. Selecting the research point is the key to know how to grasp the “vein” of family consumption. The present paper elaborates on the research design from role play inside a family and investigates different consumption roles played by the family members, including husband (male), wife (female) and child, in family consuming decision. At the same tim