THE AFFECTION OF DEMOGRAPHIC CHARACTERISTICS ON MEDIA CHOICE - A Case about Chinese Miniature Automobile Consumers

Dao-ping Chen, Wei Liu

2008

Abstract

This paper explores the media choice of Chinese miniature automobile consumers in obtaining purchasing information about miniature automobile. A worldwide survey involved a majority of Chinese areas was conducted. The survey focused on consumers' demographic characteristics and media choice. The result of the survey shows that consumers chiefly choose newspaper, TV or automobile exhibitions as the media to obtain purchasing information about miniature automobile. Then, based on optimal scaling regression analysis of statistics, the influences of demographic characteristics on media choice were studied. The study finds that consumers' demographic characteristics significantly affect their media choice. In detail, consumers' living city, occupation and education are three most important characteristics that affect the media choice of consumers.

References

  1. Andreasen, AR., Ralchford, BT., 1976. Factors affecting consumers' use of information sources. Journal of Business Research, 4(3): 197-212.
  2. Chiteji, NS., Stafford, FP., 1999. Portfolio choices of parents and their children as young adults: asset accumulation by African-American families. American Economic Review, 89(2): 377-380.
  3. Claxton, JD., Fry, JN., Portis, B., 1974. A taxonomy of prepurchase information gathering patterns. Journal of Consumer Research, 1(3): 35-42.
  4. Ducoffe, RH., 1996. Advertising Value and Advertising on the Web. Journal of Advertising Research, 36 (September/ October), 21-35.
  5. Geist, LC., 2004. Automakers Stretch for High-impact Magazine Ads. Automotive News, 10/11/2004, Vol. 79 Issue 6116, p26B-26E, 3p.
  6. Hung, K., Gu, FF., and Tse, DK., 2005. Improving Media Decisions in China. Journal of Advertising 34 (Spring), p49, 15p.
  7. Milsom, P., 2003. More Car Buyers Turn to Web for Research. New Media Age, 8/21/2003, p13, 1/2p, 1c.
  8. Newman, JW., Staelin, R., 1973. Information sources of durable goods. Journal of Advertising Research, 13(2): 19-29.
  9. Schaninger, CM., Sciglimpagiia, D., 1981. The influence of cognitive personality traits and demographics on consumer information acquisition. Journal of Consumer Research, 8(2): 208-216.
  10. Westbrook, RA., Fornell, C., 1979. Patterns of information source usage among durable goods buyers. Journal of Marketing Research, 16 (3): 303-312.
  11. Wei, R., Pan, ZD., 1999. Mass Media and Consumerist Values in the People's Republic of China. International Journal of Public Opinion Research, 11 (1), 75-97.
  12. Yoon, SJ., Kim, JH., 2001. Is the Internet More Effective Than Traditional Media? Factors Affecting the Choice of Media. Journal of Advertising Research, 41 (November/December), 53-60.
Download


Paper Citation


in Harvard Style

Chen D. and Liu W. (2008). THE AFFECTION OF DEMOGRAPHIC CHARACTERISTICS ON MEDIA CHOICE - A Case about Chinese Miniature Automobile Consumers . In Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2008) ISBN 978-989-8111-58-6, pages 433-436. DOI: 10.5220/0001906504330436


in Bibtex Style

@conference{ice-b08,
author={Dao-ping Chen and Wei Liu},
title={THE AFFECTION OF DEMOGRAPHIC CHARACTERISTICS ON MEDIA CHOICE - A Case about Chinese Miniature Automobile Consumers},
booktitle={Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2008)},
year={2008},
pages={433-436},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0001906504330436},
isbn={978-989-8111-58-6},
}


in EndNote Style

TY - CONF
JO - Proceedings of the International Conference on e-Business - Volume 1: ICE-B, (ICETE 2008)
TI - THE AFFECTION OF DEMOGRAPHIC CHARACTERISTICS ON MEDIA CHOICE - A Case about Chinese Miniature Automobile Consumers
SN - 978-989-8111-58-6
AU - Chen D.
AU - Liu W.
PY - 2008
SP - 433
EP - 436
DO - 10.5220/0001906504330436