Abstract: Abstract There has been an increasing interest in consumers’ consumption values and decision-making styles, which are important indicators of consumers’ socialization degree. Adolescent are in the key stage of consumer socialization and they have the consumption ability and potential to a certain extent. So much more attention should be paid on their consumption behavior. Previous studies indicated that family financial education was likely to affect consumers’ consumption values and decision-making styles and consumption values might also influence consumers’ decision-making styles. Therefore adolescents’ consumption values were speculated to play a mediating role between family financial education and consumer decision-making styles. In this study, 377 adolescents were invited to complete a booklet containing Revised Consumer Styles Inventory (Zhang, 2009), Adolescents’ Consumption Values (Sun, Zheng, 2007) and Family Financial Education Questionnaire (Shi, 2008). Statistical analyses were conducted using SPSS 15.0 and Amos 5.0. The results indicated that adolescents’ frugality conscious based consumption values positively predicted rational price conscious and quality conscious decision-making styles. Fad conscious based consumption values positively predicted irrational consciousness, hedonic consciousness and quality conscious, and predicted price conscious negatively. Seeking connections in high places consumption values negatively predicted irrational consciousness and price conscious. Parents’ indulgence and complaint educations positively predicted fad conscious based consumption values and seeking connections in high places consumption and negatively predicted frugality conscious based consumption values. Parents’ induction and intervention positively predicted frugality conscious based consumption. Parents’ intervention predicted irrational decision-making styles positively. Inductive education predicted quality conscious positively and irrational consciousness negatively. Parents’ indulgence positively predicted irrational consciousness, hedonic consciousness and quality conscious, and negatively predicted price conscious. The results indicated that positive parental style advanced rational decision-making styles through desirable consumption values . Negative parental style advanced irrational decision-making styles through undesirable consumption values , and reduced rational decision-making styles by reducing desirable consumption values . The results also indicated that parents played a much more negative role in adolescents’ consumption socialization. So, as one of the most important socialization agents of adolescents, parents should increase their financial education frequency and intensity. Our conclusions: adolescents’ consumption values mediated between family financial education and consumer decision-making styles. The results confirmed the hypothesis and enriched the consumer socialization theory.

Key words: consumption value, family financial education, consumer decision-making styles, adolescents

摘要： 目的：考察中学生消费价值观在家庭理财教育方式与消费决策风格之间的中介作用。方法：377名中学生完成了中学生消费价值观问卷、家庭理财教育方式问卷和中学生消费决策风格问卷。结果：父母积极的教育方式可通过树立合理的消费价值观来促进中学生形成理性的决策风格；父母消极的教育方式一方面通过树立不合理的消费价值观助长中学生非理性的决策风格，另一方面通过减弱合理的消费价值观来减弱其合理的决策风格。结论：中学生消费价值观在家庭理财教育方式与消费决策风格之间起中介作用。

关键词: 消费价值观, 家庭理财教育方式, 消费决策风格, 中学生