Abstract
This paper explores the media choice of Chinese consumers in obtaining advertising information about minitype automobile. A worldwide survey which involves a majority of Chinese areas is conducted. The survey focuses on consumers’ demographic characteristics, media choice and consumption things (first or repeated consumption). The result of the survey shows that consumers for obtaining information about minitype automobile chiefly choose friend or relative, newspaper, TV or automobile dealer as the media. The study finds that there isn’t a significant difference between first and repeated consumers in the media choice and that the demographic characteristics significantly affect the media choice of consumers. Consumers’ living city, occupation and education are the most important characteristics which affect the media choice of consumers.
* Funded by Doctor Foundation of Chongqing Normal University (No. 11XWB004).
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Chen, Dp. (2011). Medium Choice of Chinese Consumers in Obtaining Advertising Information about Minitype Automobile. In: Ma, M. (eds) Communication Systems and Information Technology. Lecture Notes in Electrical Engineering, vol 100. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-21762-3_48
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DOI: https://doi.org/10.1007/978-3-642-21762-3_48
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