Abstract
This study based on a sample of 429 Beijing high school students shows that Chinese urban adolescents’ purchasing involvement can be predicted by the adolescents’ self-esteem. Individuals’ self-evaluation motivates them to get involved in family purchasing activities. This study suggests that Chinese consumer involvement is potentially shaped by both cognitive factors (e.g., self-esteem) and social factors (e.g., media use). However, the study indicates that exposure to American mass media does not have significant impact on adolescents’ family purchasing involvement. This finding raises possibilities for further investigation in the area. Limitations and suggestions for future studies are provided.
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Notes
By 2003, China had a total of 338,050, 000 urban residents, according to the Annual Report of China’s Ministry of Construction.
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Acknowledgments
We would like to express our great appreciation to the two anonymous reviewers for their detailed suggestions and constructive criticism, but remain solely responsible for any possible errors or omissions herein. We would also like to thank Professors Dorothy Price and David Price of Washington State University for their guidance in the second author’s dissertation development.
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Dong, Q., Cao, X. The Impact of American Media Exposure and Self-Esteem on Chinese Urban Adolescent Purchasing Involvement. J Fam Econ Iss 27, 664–674 (2006). https://doi.org/10.1007/s10834-006-9038-3
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DOI: https://doi.org/10.1007/s10834-006-9038-3