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PPT : Love and money: Chinese couple’s decisions on wedding expenses
Content Inside :
Study of purchases with ritual occasions
* Consumers devote much time and effort to the purchase of goods and services for a special occasion
* The white wedding, thanksgiving day, funeral services
* The Chinese wedding:
o The central role of family in the Chinese culture
o Negotiation between two individuals
Wedding in Hong Kong
* Chinese wedding in transition: from institutional to companionship
* Greater role-sharing and gender equality in marital relationship due to increasing economic power of women, and the rise of individualism
* 6.8 million pop, each year: 31,000 reg. Marriages, 93% in registries
* Median age of bride (27), groom (29)
Research objectives
* To examine the relative influence of brides and grooms
* Change in spousal influence between the information search stage and the final decision stage
* Explore factors that may have impact on the spousal purchase decision patterns
Literature review
* Davis and Rigaux’s (1974) benchmarke study of husband-wife influences by product category
* Products are classified into husband dominant, wife dominant, autonomic and joint decisions
* Husband took a more dominant role from the problem recognition stage. When moving from information search to the final stage, the pattern of influence become more equal
Literature review
* Factors influencing the spousal roles: power indicators: education, income, occupational prestige
* Cultural factors: whether the society is egalitarian (equal gender status)
Hypotheses
* H1: there will be more joint influences for high-expense products throughout the decision making process
* H2: movement towards joint influences from the info search stage to the final decision stage
* H3: grooms with higher income and education will exert greater influences at the final decision stage
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Category : WeddingSource : www.coms.hkbu.edu.hk
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