Changes in Chinese Consumers' Advertising Awareness and the Analysis of Consumer Behavior

-An Empirical Study Based on Field Surveys of Urban Consumers -

Abstract

With the rapid development of the Chinese economy and the course of urbanization, personal income has steadily increased. Information technology has developed, and the social and economic environment for Chinese consumers has changed enormously. This has led to further changes in consumers' advertising awareness and behavior. This paper attempts to answer the following two questions: (1) What kind of changes do high-speed economic development and different social environments bring to consumers' advertising awareness? (2) How does consumers' advertising awareness influence consumer behavior? This paper aims to clarify the influence of media advertising on the future development of China's consumer society.