為了盡早在高度競爭的市場中建立消費者忠誠度，行銷人員必須在消費者年輕時就與他們接觸。在兒童的發展過程中，親子間的溝通是父母影響小孩消費者行為的一個重要因素，此研究即在探討不同類型的父母對小孩在消費四種產品時，是否會受父母和電視廣告的影響。研究結果支持兩種不同的家庭溝通型態對小孩在消費不同產品類別時會有不同的影響，例如，社交導向的父母在小孩消費公眾奢侈品及私有必需品時影響較大，而概念導向的父母則是在小孩消費私有奢侈品時影響較大。此外，社交導向父母的小孩在購買公眾奢侈品時會受電視廣告的影響較大，而概念導向父母的小孩在購買私有必需品時會受電視廣告的影響較大。這些研究發現可以提供企業與行銷策略一些管理上的建議。

To build customer loyalty in highly competitive marketplace as early as possible, marketers have to get in touch with consumers when they are children. In the children developing process, parents-child communication is one of the most important factors in parental influences on children's consumer behaviors. The present article discussed whether different parental styles lead children's consumption choice across four product categories affect by their parents and television advertising. The results support that two family communications would have different influence on their children when they consume various product categories. For example, the influence of socio-oriented parents is greater on children's purchasing for publicly luxury and privately necessity, and the influence of concept oriented parents is greater on children's purchasing for privately luxury. Furthermore, children of socio-oriented parents are affected by television advertising for publicly luxury, and children in concept-oriented family are surprisingly influenced by television advertising for privately necessity. Those findings could provide some managerial advices for the business and marketing strategy.

1. Introduction 1
2. Theoretical Background 5
2.1 The Parental Influences on Children's consumer behavior 6
2.2 Family Communication 9
2.3 Product Types 12
2.4 The Relationship between Family Communication and Parental Influences 15
2.5 The Relationship between Family Communication and Television Advertising Influences 18
3. Method 21
3.1 Pretest of Product Categories 21
3.2 Sample and Data Collection 23
3.3 Measure 24
4. Analysis 26
4.1 Reliability and Validity 26
4.2 Hypothesis Test 30
5. Discussion 36
5.1 Conclusion 36
5.2 Managerial Implications 38
5.3 Limitations and Future Research 40
Reference 42
Appendix 1 49
Appendix 2 52
Appendix 3 55
Appendix 4 58

List of Figures
Figure 1 The Conceptual Model of This Study 5

List of Tables
Table 1 Pretest Mean Scores for Four Products Examined 23
Table 2 Characteristic of Samples 24
Table 3 Factor Loadings* and Cronbach's Alphas of Family Communication 28
Table 4 Factor Loadings* and Cronbach's Alphas of Parental Influence and Television Advertising Influence 29
Table 5 Results of Hierarchical Regression Analyses for Parental Influence 32
Table 6 Results of Hierarchical Regression Analyses for Television Advertising Influence 32
Table 7 β Coefficients of the Regression for Parental Influence 33
Table 8 β Coefficients of the Regression for Television Advertising Influence 35

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