Children's Influence on Purchasing Tourism Products via the Internet: Parental Power Versus children's Power—the Social Power Perspective

Abstract

ABSTRACT An integration of the social power theory, which simultaneously incorporates parental power and children's power into the framework, was used in this research to investigate the causal relationships among perceived parental power, adolescent Internet mavens, and children's influence on purchasing tourism products via the Internet. The cluster sampling approach was used to collect samples from three tutoring schools in Taiwan. A total of 266 student-parent questionnaires was analyzed. The results show that both perceived parental power and adolescent Internet mavens are critical antecedents of children's influence on purchasing tourism products via the Internet. The results also indicate that adolescent Internet mavens exert moderating effects between perceived parental power and children's influence. These findings have managerial implications and provide useful reference data for future research.