Language and Media Usage Influence How Chinese Adolescents Form Their Identities and Purchasing Behavior

Abstract

This paper reveals a relationship between the Chinese adolescent identity formation and the consumer decision-making process. One of the most influential societal factors influencing adolescent identity formation is the use of language and media which have already been explored in this study. Social structure facilitates interaction during the identity formation process; consequently adolescents display their identities when making purchase decisions. Purchase behavior was identified as a direct indicator of the relationship between social structure and identity formation when examining university students in China. Research results pinpointed continuity is a key factor in adolescent identity formation. Although participants interacted differently in their unique social systems, continuity of purchase emerged as a consistent part of the identity formation process. Continuity in the identity formation process allows for a greater understanding of future needs and purchasing decisions of consumers.