The Impact of American Media Exposure and Self-Esteem on Chinese Urban Adolescent Purchasing Involvement

Qingwen Dong () and Xiaobing Cao

Journal of Family and Economic Issues, 2006, vol. 27, issue 4, 664-674

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. Copyright Springer Science+Business Media, Inc. 2006

Keywords: Chinese adolescents; media exposure; purchasing involvement; self-esteem (search for similar items in EconPapers)
Date: 2006
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s10834-006-9038-3

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