Resumen

CARRILLO, Miriam; GONZALEZ-SPARKS, Alicia  y  SALCEDO, Nestor U. Social power of preadolescent childrenon influence in their mothers’ purchasing behavior: Initial study in Peruvian toy stores. Journal of Economics, Finance and Administrative Science [online]. 2018, vol.23, n.45, pp.150-166. ISSN 2077-1886.  http://dx.doi.org/10.1108/JEFAS-01-2018-0018.

Purpose - This paper aims to investigate the relatiónship between legitimate and expert social power types of preadolescent childrenon the influence perceptión in their mothers’ purchasing behavior in Peruvian toy stores. The literature review takes into consideratión the concepts of social power and the influenceon family behavior to then focuson social power within family behavior with the purpose of mainly developing four hypotheses regarding purchasing behavior. Design/methodology/approach - The methodology followed a non-experimental transversal correlatiónal-causal design. A pilot sample size of 67 cases was used. The sample was basedon an objective populatión of Peruvian mothers of families that live in northern Lima and that go to purchase toys to major shopping centers with their children aged 8-11 years. Findings - The results show that the expert social power, as well as the legitimate social power, has a strong relatiónship. In additión, both social powers have an impacton the influence perceptión in purchasing child-mother, but noton the influence perceptión in purchasing mother-child. Moreover, the test of moderatión of the expenditure levelon toy purchases did not have an effecton the context that was studied. Originality/value - The contributión shows that important changes are happening in the consumptión behavioron the aspect of children influencing mothers, and that for Latin American contexts, the level of expenditure still does not crucially affect the causality demonstrated.

Palabras clave : Expert social power; Influence in purchasing behavior; Legitimate social power; Peruvian toy stores.

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