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Research Paper | Marketing | Portugal | Volume 10 Issue 1, January 2021

Adolescents Perception of his Influence on Family Purchase Decisions of Personal Computer for Family Use: A Consumer Socialization Perspective

Joao Paulo Baia ^[3]

Abstract: The adolescent is considered a relevant member on family purchases. Despite this, he has been considered less participatory in the decision phase, which is the most important one. The study of the family require a continued and more deeply study, in particular the participation of its members and the extent of such influence in decisions to purchase products, such as personal computer for family use. So, the adolescent’ role is not adequately explained, having often been devalued or relegated. The adolescent tend to have a higher knowledge than his parents for technological items, which can constitute an important resource for participating in those decisions. Furthermore, technological products for family’ use have not yet been adequately researched. The main purpose of this research is to examine the adolescent’s influence on family purchase decisions of personal computer for family use, and according to the adolescent’s perception, considering a consumer socialization perspective. In the research empirical phase, several high schools were contacted in Lisbon district, Portugal.1, 000 questionnaires were delivered in classrooms during May 2018. Adolescents were instructed to respond to the questionnaires during classes, and 726 validated questionnaires were returned. Logistic regression was used and its results point out to parental’ socio-oriented communication style, internet influence, television influence, and family type as relevant explanatory variables of his/her influence on the purchase of personal computer for family use. Results also have shown that, when parents have a higher socio-oriented communication style, adolescent’ will reveal higher influence on personal computer for family. Adolescents with higher levels of internet’ and television’ influence were also positively related to his/her influence on that family purchase. Finally, adolescents’ living in single-parent families will exert higher levels of influence than their count

Keywords: Consumer behaviour, Culture, Consumer socialization, Family decision making, Adolescent, Influence, Personal computer

Edition: Volume 10 Issue 1, January 2021,

Pages: 1341 - 1351

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