African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4193

Full Length Research Paper

The moderating role of composites of cultural values in predicting adolescents’ influence on family purchase decisions: A study of Asian cases

Che-Jen Su
Department of Restaurant, Hotel and Institutional Management, Fu Jen Catholic University, Hsin-Chuang, Taipei, 24205, Taiwan. 
Email: [email protected]

  •  Accepted: 28 July 2010
  •  Published: 04 August 2011


The role of adolescents in family purchase decision making was explored by means of a survey and related instruments administered to a sample of teenagers in India, South Korea, and Taiwan. The findings suggest that adolescents’ characteristics (such as the perceived importance of a product to the adolescent) may be more predictive of their self-perceived influence on family purchase decisions than the tactics they use with their parents. This effect may be more pronounced as a function of composites of cultural values. Specifically, the more a society can be characterized as uncertainty accepting and masculine in nature, the greater the role that adolescent predictors of adolescents’ influence may play in family purchase decisions.


Key words: Adolescent influence, Asia, family purchase, societal masculinity, uncertainty avoidance.