Consumer styles and media uses of generation Xers in Taiwan
This study examines Taiwanese consumer orientations in relation to media exposure, and seeks to determine how relevant the concept of a ‘Generation X’ is in the case of Taiwan. A causal structural model was proposed and tested with a view to examining the impact of generation and other demographic variables. Results indicate significant differences between generations. In general, the Xers showed greater concerns for fashion and self‐expression, and were greater users of electronic media. The paper considers these generation differences against the backdrop of the disparity between traditional Confucian values and Western consumer culture.
ABSTRACTBased on the household level survey data, the paper makes a projection on China’s household consumption in 2049 with reasonable assumptions of disposable income, demographic structure, urba...