资源稀缺对成年子女孝心消费行为的影响OACHSSCD

As China enters an aging society,products targeting seniors are proliferating in the market.However,the majority of these products are purchased by adult children rather than the elderly themselves.Filial consumption driven by adult children's devotion to their parents has become widespread.Yet,systematic research on this phenomenon within the field of marketing remains scarce.This paper adopts a resource scarcity perspective,grounded in filial piety theory and scarcity theory,to systematically examine the effects of time scarcity and money scarcity on filial consumption behavior through three studies.Study 1 investigates the different filial orientations and their formation processes among adult children experiencing time scarcity and money scarcity.Building upon Study 1,Study 2 further examines the impact of time scarcity on filial consumption decisions and preferences among adult children,while Study 3 investigates the influence of money scarcity on these decisions and preferences.The findings of this study will contribute to advancing research on filial consumption behaviors among adult children within the context of Chinese filial piety culture and will provide important practical implications for formulating corporate marketing strategies in the silver economy.