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Factors affecting couples' decisions to jointly shop

机译：影响夫妻共同购物决定的因素

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摘要

This paper explores the factors that influence individuals' decisions to jointly shop. Drawing from qualitative interviews and relevant theories, the researchers present a model of couple's likelihood of joint shopping. The model includes utilitarian motives (product purchase relevance and perceived financial risk), hedonic motives (expected shopping pleasure with one's partner), and a situational motive (time availability), along with two moderators (gender and relationship length). Online survey respondents answer questions relative to an experimental scenario involving the purchase of furniture or electronics. Results indicate that while all variables studied are influential, expected shopping pleasure and relevance of the purchase to both parties are the most influential aspects in the decision to shop together. Additionally, for males perceived financial risk has a stronger effect on their decision to jointly shop than it does for females.
机译：本文探讨了影响个人共同购物决定的因素。通过定性访谈和相关理论，研究人员提出了夫妻共同购物可能性的模型。该模型包括功利动机（产品购买相关性和感知的财务风险），享乐动机（与伴侣的预期购物乐趣）和情境动机（时间可利用性），以及两个主持人（性别和关系长度）。在线调查的受访者回答有关涉及购买家具或电子产品的实验场景的问题。结果表明，尽管所研究的所有变量都具有影响力，但预期的购物乐趣和购买对双方的相关性是共同购物决定中影响最大的方面。此外，对于男性而言，与女性相比，财务风险对其共同购物的决定影响更大。

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