Le role du genre sur la fréquence de shopping en groupe des adolescents : entre besoin d’individualisation et besoin d’assimilation

Abstract

Peu de travaux ont étudié les mécanismes identitaires sous-jacents au shopping en groupe durant l'adolescence. Une étude quantitative (N total = 614) souligne que la fréquence de shopping en groupe répond à une dualité propre à l'adolescence : le besoin d'individualisation (i.e., l'autonomie vis-à-vis de la mère) et le besoin d'assimilation sociale (i.e., la sensibilité aux influences normative et informative des pairs). Nos résultats montrent que ces deux mécanismes sont modérés par le genre : l'autonomie vis-à-vis de la mère est une variable clé du shopping en groupe chez les garçons alors que la sensibilité aux influences normative et informative des pairs est une variable clé chez les filles.

The influence of personal and social identity on the clothing consumption of adolescents

“…The χ 2 difference between the unconstraint base model and the constraint group model for gender (Δχ 2 (11) = 38.48, p < 0.01) showed a significant difference, indicating the moderating effects of gender (Arbuckle, ). The t‐test for difference was used to examine the moderating effects of gender on each relationship (Gentina & Chandon, ). This test showed the significant moderating effect of gender between the primary socialization agent and the importance attached to product, between personal identity and the importance attached to product, and between secondary socialization agents and social identity, but not for the other relationships (Table ).…”

“…The χ 2 difference between the unconstraint base model and the constraint group model for gender (Δχ 2 (11) = 38.48, p < 0.01) showed a significant difference, indicating the moderating effects of gender (Arbuckle, 2013). The t-test for difference was used to examine the moderating effects of gender on each relationship (Gentina & Chandon, 2014). This test showed the significant moderating effect of gender between the primary socialization (Cheung & Lau, 2008).…”

“…These results attest to the slight influence of family on the consumer behaviour of adolescents (De Singly, ; Harris, ; Rawlins, ). Some studies have shown that adolescents actively interact with their parents during clothing purchases (Frances & Bums, ; Koester & May, ; Mascarenhas & Higby, ); however, it seems that this parent‐child interaction is limited to a financial transaction, since adolescents, as they become more independent, privilege social relationships with peers during clothing purchases (Gentina & Chandon, ). This comes as no surprise since adolescents gradually develop their identity through their peers (Harris, ).…”

“…The gender variable appears to be a pertinent moderating factor insofar as this aspect is only rarely considered in marketing (Gentina & Chandon, 2014). Gender dissimilarity appears quite evident in terms of clothing and appearance in adolescents (Gentina & Chandon, 2014;Muratore, 2008).…”

“…The gender variable appears to be a pertinent moderating factor insofar as this aspect is only rarely considered in marketing (Gentina & Chandon, 2014). Gender dissimilarity appears quite evident in terms of clothing and appearance in adolescents (Gentina & Chandon, 2014;Muratore, 2008). Recent work on gender socialization has shown that girls more than boys are socialized according to social values (Gentina, Butori, & Heath, 2014;Lindsey, 2011;Souiden & M'saad, 2011;Ulrich & Tissier-Desbordes, 2013).…”