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Chinese Children's Perception of Personal and Commercial Communication: An Urban-Rural Comparison

机译:中国儿童对个人和商业交流的感知:城乡比较

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摘要

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.
机译:这项研究研究了中国大陆的城乡儿童如何学习新产品和服务,以及他们对市场和产品信息的不同沟通渠道的态度。 2003年3月至2004年5月,对中国四个城市和四个农村省份的1,977名6至13岁的儿童进行了调查。结果表明,城乡儿童对个人和商业交流来源的看法存在显着差异。正如罗杰斯(Rogers)和施拉姆(Schramm)的理论所预测的那样,与农村儿童相比,城市儿童发现商业资源在获取有关新产品和服务的信息方面比农村儿童更为有用和可信。农村儿童认为个人资料比城市儿童更为有用和可信。约翰的消费者社会化理论得到了支持。大一点的孩子发现父母和祖父母比小一点的孩子有用和可信度低。大一点的孩子也发现商业来源更加有用和可信。

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