Study On Features Of Chinese Female College Students' Consuming Self-concept And The Correlation Between Consuming Self-concept And Purchasing Decision-making Style

Consuming self-concept is also known as consuming self-image.It is consumers' own concepts and their overall feeling referring to themselves as a target consumers Self-concept is consumers' comprehensive self-concepts, including consumer's own values, social roles, personality and so on. in view of self-concept's self-integrated nature , many researchers make self-concept to study consumer behavior As a theoretical basis. Marketing scholar Yang Xiaoyan (2002) for the first time do a study of female self-concept from a marketing perspective based on China's local culture , establishing the Chinese female consumer self-concept 5F models, including five dimensions: feeling-self, freedom-self, family-self, fervor-self, and the fashion-self. Yang Xiaoyan make a verification of the model on female consumer, and further do a correlation study between consumer categories, brand attitude and all dimensions of self-concept. Her research laid the foundation for the Chinese women consumption self-concept theory ,but the study is from an overall perspective to analyze the relationship between the female self-concept and consuming,female self-consumption characteristics and the various dimensions of the impact on consumption , but not make the In-depth analysis of a particular group . For example: white-collar workers, female college students, housewives and so on. Different groups in the female self-concept of the consumption structure will have different characteristics. Consumer Decision-Making Style were Proposed in 1986 from the University of Arizona, Professor Elizabeth L. Kendell and the George B. Sproles,they said: " Consumer Decision-Making Style is Psychological guidance on the consumers' decision-making and choose of the purchase of goods and services, It have a cognitive and emotional characteristics ." two professors established a decision-making style scale (Consumer Style Inventory - CSI), measured decision-making style through empirical research . Studies have proved that the purchase decision-making style have eight dimensions including perfect, brand recognition, futuristic, entertainment, affordable, impulsive, confused style, and brand loyalty. Since 1986, their research results are widely used, many scholars use CSI to study the purchase of style on empirical studies. Many scholars based on this scale, extend the study field to different Cultural background areas to make research on cross-cultural consumer behavior comparison most study have achieved good results.College student is an important consumer group, representing consuming fashion, which will be the huge potential consuming groups. For the women' special gender roles and social roles different from men.Selecting female college students for the study has good theoretical and practical significance. From the perspective of consumer behaviour, the study use respectively Yang Xiaoyan's (2002) Chinese women consuming self-concept scale and Sproles 's(1985) CSI scale to explore female college students' consuming self-concept and the purchasing decision-making style. through analyzing there are differences between the consumption self-concept' s various dimensions and grade, professional, love it or not, only child or not and disposable income,futhur exploring the characteristics of female college student's consuming self-concept and the correlation between decision-making style and self-concept.The study have the same factor results with Yang xiaoyan, including: feeling self, family self, fashion self ,freedom self and fervor self. This has further proved its role of Chinese women consumption 5 F model. Through the analysis of differences in demographic variables, feeling self and fashion self are different in one child or not.fashion self,fervor self, freedom self have difference in profession. Family self,fashion self have difference in grade. Fervor self,fashion self,family self are different in love or not. Fashion self, freedom self have different in disposable incomeIn this study, the purchase decision-making style Scale factor analysis results show: there are 11 factors including: shopping type, brand-, fashion-and pay attention to quality-oriented, impulse-shopping, the perfect type, advice-oriented , baffle-saving type, advertising-oriented, decisive type. The study's factor analysis results are different from the Sproles' (1985) results, increasing three latitude, but there have five same latitudes, including in the pursuit of perfection, the pursuit of brands, consuming fashion, shopping fun, shopping impulse .Female college student self-concept and the purchase of consumer decision-making style of the correlation analysis showed: on the 0.01 significant level,feeling self have Positive correlation with consuming confusion, fashion self have Positive correlation with consuming fasion, freedom self have negative correlation with consuming fun, fervor self have negative correlation with consuming Impulsion. Significantly on the 0.05 level, feeling self have positive correlation with brand pursuit and focusing on quality. feeling self have negative correlation with consuming impulsion. family self have positive correlation with consuming fun and focusing on quality. family self have positive correlation with consuming decisive, fashion self have Positive correlation with Pursuit of brands, perfect, and oriented view.freedom self have negative correlation with consuming fashion,oriented view.freedom self have positive correlation with saving style. fashion self have Positive correlation with saving style and Perfectionism.Fervor self have negative correlation with Advertising direction.Research shows that female college students whose feeling self are stronger often undecided and easily lead to confusion,and when consuming, always pay more attention to brand and quality, and generally not impulse shopping. If family self is stronger, the female college student more like to make the shopping as a fun, they also like to emphasize product quality and consumer transactions will not be decisive. If fashion self is stronger, the female college student like fashion ,like the pursuit of brands, and the pursuit of perfection, sometimes like refering to the views of other people, hoping to obtain other people's identity. The female college student with stronger freedom self don't like to make shopping as fun, and do not like the pursuit of popularity, they often independent-minded, don't refer to the views of other people, and always saving when shoping. If fervor self is stronger,the female college students are often rational, will not be impulse purchases and unlikely advertising, but compared to saving and pursuiting perfect.This paper do the researcher on the female college student consuming self-concept structure, characteristics, and the relationship into consumer Decision-Making Style. The study will enrich the theory of consumer behavior for college students and Chinese women consumer behavior, and will promote the development of female social role's research. At the same time ,the study also help enterprises better understand female college student market, and reasonably make market segmentation and positioning, develop more effective marketing strategies.