The Impact of American Media Exposure and Self-Esteem on Chinese Urban Adolescent Purchasing Involvement |
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| Authors: | Qingwen Dong Xiaobing Cao |
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| Institution: | (1) Department of Communication, University of the Pacific, Stockton, CA 95211, USA;(2) The Office of Planning and Research, University of the Pacific, Stockton, CA 95211, USA |
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| 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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| Keywords: | Chinese adolescents media exposure purchasing involvement self-esteem |
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