中國農村兒童的消費經驗與信息來源

研究探討了中國大陸農村兒童接觸不同類型零售商店的情况，如何獲知新産品和服務，以及他們對不同産品信息來源的態度。研究於2003年3月期間在中國四個不同省份進行，共訪問了 1008名年齡在5至13歲之間的中國農村兒童，結果顯示與城市兒童相比，中國農村兒童接觸不同類型零售商店的渠道很有限，家庭對農村兒童的影響遠大於商業信息渠道。John ( 1999) 的消費者社會化理論——年齡較大的兒童依靠隨機的信息來源——得到證實。相比年幼的兒童，年齡較大的兒童認爲人際間信息來源没有用、不可靠；商業信息渠道更有用更可靠。

This study examines how often rural children in mainland China interact with different types of retail shops, how they learn about new products and services, and their attitudes toward different sources of product information. A survey of 1,008 rural children ages six to thirteen in four Chinese provinces was conducted in March 2003. Results indicated that rural Chinese children have limited access to various types of retail shops. Unlike their urban counterparts, the family plays a more important role among rural children than commercial sources. John's (1999) theory of consumer socialization that older children would have contingent use of information sources was supported. Older children found personal information sources less useful and less credible than younger children. Older children also found commercials sources more useful and more credible than younger children.