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

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. 2006Chinese adolescents, media exposure, purchasing involvement, self-esteem,

Online shopping among Chinese consumers: an exploratory investigation of demographics and value orientation

“…' (McEwen et al, 2006, p. 76). Dong and Cao (2006) found that a cognitive factor (i.e. self-esteem) plays an important role in shaping Chinese consumers' involvement.…”

“…Chinese consumers are living in ‘a new era in which the emotions, attitudes, and perceptions of the man and woman on the street increasingly matter.’ (McEwen et al ., 2006, p. 76). Dong and Cao (2006) found that a cognitive factor (i.e. self‐esteem) plays an important role in shaping Chinese consumers' involvement.…”