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Impact of joint product usage and family structure on joint decision to purchase a vacation by Malaysian spouses

Monash University Malaysia, #2 Jalan Kolej, Bandar Sunway, 46150 Petaling Jaya, Selangor, Malaysia; olynel{at}hotmail.com

This article examines the role of family structure on joint decision to purchase a vacation by Malaysian spouses and the moderation effect of joint product usage. The impetus for this research emanates from the fact that a number of family decision-making studies have recognized joint decision between husband and wife, but none of these has considered the impact of family structure on joint decision between spouses. A field survey of Malaysian couples was conducted to understand the impact of family structure (namely, strong vs weak cohesive family and modern vs traditional family) and joint usage on joint decision. The results show that family structure has significant impact on joint decision to purchase a vacation. The greater impact of strong cohesive family and modern family over weak cohesive family and traditional family respectively are not dependent on joint usage. Theoretical and managerial implications of the findings are discussed.

Key Words: family structure • joint decision • joint product usage • spouses • Malaysia • vacation

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