TY - JOUR
T1 - Chinese children's perception of personal and commercial communication
T2 - An urban–rural comparison
AU - Chan, Kara
AU - McNeal, James U.
N1 - The work described in this paper was fully supported by a Faculty Research Grant from the Hong Kong Baptist University (Project No. FRG/03-04/II-10).
PY - 2007/3
Y1 - 2007/3
N2 - This study examines how urban and rural children in Mainland China learn about new products and services, and their attitudes toward different communication channels for market and product information. A survey of 1,977 children aged six to 13 in four Chinese urban cities and four rural provinces was conducted in March 2003 to May 2004. Results indicated that there are significant differences in perception of personal and commercial communication sources among urban and rural children. As predicted by Rogers’ and Schramm's theories, urban children found commercial sources more useful and credible than rural children in obtaining information about new products and services. Rural children perceived personal sources more useful and credible than urban children. John's theory of consumer socialization was supported. Older children found parents and grandparents less useful and less credible than younger children. Older children also found commercial sources more useful and credible.
AB - This study examines how urban and rural children in Mainland China learn about new products and services, and their attitudes toward different communication channels for market and product information. A survey of 1,977 children aged six to 13 in four Chinese urban cities and four rural provinces was conducted in March 2003 to May 2004. Results indicated that there are significant differences in perception of personal and commercial communication sources among urban and rural children. As predicted by Rogers’ and Schramm's theories, urban children found commercial sources more useful and credible than rural children in obtaining information about new products and services. Rural children perceived personal sources more useful and credible than urban children. John's theory of consumer socialization was supported. Older children found parents and grandparents less useful and less credible than younger children. Older children also found commercial sources more useful and credible.
KW - China
KW - Communication Theory
KW - Consumer Socialization
KW - Urban–Rural
UR - http://www.scopus.com/inward/record.url?scp=41549144241&partnerID=8YFLogxK
U2 - 10.1080/01292980601114596
DO - 10.1080/01292980601114596
M3 - Journal article
AN - SCOPUS:41549144241
SN - 0129-2986
VL - 17
SP - 97
EP - 116
JO - Asian Journal of Communication
JF - Asian Journal of Communication
IS - 1
ER -