Abstract
Based on the latest data from the Chinese General Social Survey (N = 2252), this study examines the association between media dependency, online shopping attitudes, and generational cohorts in China. We found that young generations are more dependent on new media than elder generations in terms of intensity and referent dependency. Gen Y consumers have a more favorable attitude toward online shopping than the elder groups. Unexpectedly, Gen Z, Gen X, and the elders do not significantly differ in preference for online shopping. Referent dependency on new media is significantly and positively associated with online shopping attitudes. This research addresses the question concerning studying Chinese online consumers from the theoretical perspective of media system dependency. Practical implications and future direction of Chinese online shopping behaviors research are discussed.
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