大众媒体与青少年的非正常消费行为——以我国城市中学生为例

Mass Media’s Effect on Adolescent Individuals' Abnormal Consumption Tendency:An Empirical Test of Chinese Urban Teenagers

消费者社会化是个体获得与消费活动有关的知识、技能和态度的过程,而大众媒体是个体社会化最重要的影响因素之一。通过对中国城市青少年的问卷调查,以青少年对媒体广告的信任度和各类媒体接触频率为纬度,揭示了大众媒体如何对中国城市青少年社会化产生影响,而后分析大众媒体如何影响青少年的非正常消费倾向。研究结论为营销管理者利用大众媒体广告强化青少年的顾客忠诚度提供了理论依据。

Consumer socialization is the processes by which young people acquire skills, knowledge, and attitudes relevant to their functioning in the marketplace. Mass media is one of the most important factors in individual socialization. Since 1970s, scholars have been doing research on consumer socialization.However, few researches are based on adolescent, and fewer are on China. With literature review, this research uses a questionnaire survey to urban teenager in China, basing on the two dimensions of the level of adolescent trust in media advertising and their contact frequency with kinds of mass media, capture mass media influence on adolescent consumer socialization, analyze the major factors in the affecting process, and then identify how mass media impacts on adolescent individuals＇ abnormal consumption tendency. This dissertation also offers marketing managers the evidence theory of using mass media advertising to develop adolescent customer loyalty.