The relationship between self-concept and consumption sort, brand attitude of Chinese female consumers.

다국어 초록 (Multilingual Abstract)

As the economy developed, women have occupied one more and more important share in the whole market. It is said we have already enter one century which is called “She century”. And in this “She century”, the clearly understand of female consumers has become more and more important, especially for the companies of their marketing strategies.
In this thesis, considering the characteristics of female consumers in Chinese society, I mainly study the Chinese female consumers about their self-concept, consumption and the related brand attitudes. Based on the former studies about the female consumers and the survey in Shanghai city of China, I classified the 5F self-concept, and their corresponding 5F consumption sorts, and also their 5 kinds of brand attitudes.
I hope the research of this article can offer some references to these companies, not only the Chinese local companies, but the foreign ones in Chinese market, and help them know better their female target markets.

목차 (Table of Contents)

• 1. Introduction = 1
• 1.1 The subject and meanings of this thesis = 1
• 1.2 The meanings of the study = 2
• 2. Review of the studies by former researcher = 3
• 2.1 Self concept = 3
• 2.1.1 What is Self concept? = 3
• 2.1.2 Self Esteem = 5
• 2.1.3 One or Multiple Selves = 6
• 2.1.4 The Make Up of the Self Image = 7
• 2.1.5 Self Consciousness = 9
• 2.1.6 The Extended Self = 11
• 2.2 Self Concept and Consumption = 14
• 2.2.1 Products that Shape the Self: You Are What You Consume = 14
• 2.2.2 Self / Product Congruence = 15
• 2.2.3 Self / Brand Congruence = 18
• 2.3 Female Sex Role in the Consumption = 20
• 2.4 The Structure of Female Self Concept System = 23
• 2.4.1 The Process of Female Self Concept Differentiation = 23
• 2.4.2 The Influence of Consumer Behavior to Female Self Concept = 26
• 2.4.3 The Dynamic Characteristics of Female Consumer Self Concept System = 28
• 2.4.4 The 5F Self Concept of Chinese Female Consumer = 33
• 2.5.5 F Self Concept Model / Consumption Sorts = 34
• 2.5.1 The Influences of Female Family Self to the Consumption Sorts = 34
• 2.5.2 The Influence of Fashion Self to Consumption Sort = 37
• 2.5.3 The Influence of Fever Self to Consumption Sort = 40
• 2.5.4 The Influence of Feeling Self to Consumption Sorts = 43
• 2.5.5 The Influence of Freedom Self to Consumption Sorts = 45
• 2.5.6 The Corresponding Consumption Sorts of Female Consumers = 47
• 2.6 The Female Roles / Consumption Sorts = 48
• 2.7 Brand Attitude = 55
• 2.7.1 What is the Brand Attitude? = 55
• 2.7.2 Brand Loyalty = 56
• 2.7.3 The Different Levels of Loyalty = 56
• 2.7.4 The Former Study about Brand Attitude of Female Consumers = 57
• 3. Research Model & Subject = 59
• 4. The Process and Result of the Survey = 61
• 4.1 The Scaling of Chinese Female Self Concept = 61
• 4.2 The Scaling of Consumption Sorts and Brand Attitude = 63
• 4.3 The Self Concept / Consumption Sort = 65
• 4.4 The Self Concept / Brand Attitude = 70
• 5. Conclusion = 74
• 5.1 The results of the research = 75
• 5.2 Foreground of the research = 76
• References = 77