Feminism Orientation, Product Attributes and Husband-Wife Decision Dominance

Abstract

This study attempts to compare the husband-wife relative influence (i.e., HWRI) on family purchase decision-making between Taiwan and Japan, which are two developed countries in Asia. Feminism orientation and two product attributes (function-appearance and high-low financial risk) are posed as independent constructs to explain HWRI. Questionnaires are used to survey HWRI and the feminism orientation of respondents in Taiwan and Japan, and the LISREL model is employed to test causality between feminism orientation and HWRI. The results indicate that Japanese families are more wife-dominate than Taiwanese families, and feminism orientation and product attributes do have causal effect on HWRI.