Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

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 1008 rural children aged from 5 to 13 years, in four Chinese provinces, was conducted in March 2003. Results indicated that rural Chinese children have limited access to various types of retail shops. Rural children perceived personal sources more useful as well as more credible than commercial sources in obtaining information about new products and services. Older children found parents and grandparents less useful and less credible than younger children for new production information. However, older children did not find peers more useful and credible than younger children.

Publication Year

2006

Journal Title

Journal of Consumer Behaviour

Volume number

5

Issue number

3

Publisher

Wiley

First Page (page number)

182

Last Page (page number)

192

Referreed

1

DOI

10.1002/cb.170

ISSN (print)

14720817

Link to Publisher’s Edition

http://dx.doi.org/10.1002/cb.170

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