英文摘要 |
A study of the consumer styles and orientations of the youths in Mainland China was conducted, in which several consumer orientations-materialism, impulsive purchase, socially expressive motives for consumption, and rational consumer skills were examined. Mass media exposures and demographic factors-gender age, parents' education, and family's income were used as the explanatory variables. The survey data was collected from youths, aged 14 to 27, who go to either high schools or colleges in four major cities of China-Beijing, Wuhan, Shanghai, and Guangzhou. The final sample size was 1523. ANOVA and structural equation models were used in the analyses with a view to investigating the relationships between the consumer styles and the various explanatory variables among the Chiese youths. |