دانلود رایگان مقاله چگونگی ادراک ارزش توسط کودکان ؟

abstract

The literature on perceived value overlooks the perspective of children, yet this represents an important aspect of their consumer socialization. This paper fills the void by examining value perception as part of the decision to purchase from the perspective of the child consumer. A two-stage qualitative investigation using diaries and interviews investigated perceptions of children aged 7–14 years. Findings indicate that perceived value among children is an important concept in consumer decisions comprising benefits and sacrifices; however the nature of these factors and the way they contribute to value perception varies in a domain specific manner as children grow older. Understanding the temporal aspects of value creation from a child's perspective extends perceived value theory and contributes to consumer socialization theory. In addition this knowledge is crucial for practitioners marketing to child customers as well as those developing policy to protect them as consumers.

7. Discussion

Acknowledging the importance of studying conceptual change in consumer socialization, that little research attention has focused on the concept of perceived value from the perspective of the child consumer and responding to the call for child-centered research (Banister & Booth, 2005; Cook, 2009), the objectives of the current study were twofold: first, to identify the relevant concepts comprising the perceived value construct in children's consumer decision-making; second, to examine age-related changes in children's perception of value. In doing so this study extends the work of other researchers such as Lin et al. (2005); Sheth et al. (1991a, 1991b) and Sweeney and Soutar (2001) and advances current knowledge of perceived value and consumer socialization (John, 1999, 2008) in marketing as it applies to children.