Title:
CONSUMERISM AND GENDER IDENTITY: A MEDIATION ANALYSIS ON ONLINE SHOPPING IN CHINA

Authors:
Jinghan Hu ,Dongjing Chen and Wuxianzhi Liu ,China

Abstract:
Benefiting from rapid growth of economy and expansion of the internet, Chinese people are enjoying the convenient of online shopping in every aspect of the daily life. Such growth also facilitates the development of consumerism. Yet, the associations between online shopping and consumerism still need more research regarding the current Chinese context. This research explores the mediating effect of online shopping on consumerism, in particular, its role in generating gendered identity. This paper utilizes the data from CFPS (China Family Panel Study) wave 2018, which is one of the most up-to-date social survey data in China. The mediating effect is tested by SEM (structural equation modelling). The findings suggest that a clear gender differences regarding online shopping behaviors exists in the Chinese context. Online shopping mediates the effect of other social-economic indicators, such as income and education, on gender identity.