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.

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