论女性自我概念与服装消费行为

A Study of the Influence of Women's Self-concept On their Garment Consumption Behavior

对具有消费能力的城市中青年女性而言,服装所拥有的象征意义、表现能力和带来的消费体验是影响其消费选择的重要依据,从消费者心理学的角度来解释,就是达到了与女性自我概念的一致性。服装的品质、款式、色彩以及品牌和购买场所等等都是女性消费者强化自我概念的工具。因此,针对不同自我概念的女性消费者对女性目标市场进行细分,并以此来进行整合营销传播,会是一条比较理想的途径,它比利用目标消费者的人口特征进行市场细分更加有效。

For the young and mid-aged urban women having consumption capacity, their consumption choice, to a great extent, is determined by the symbolic meaning and the exhibition power of the garment and their garment consumption experiences. This phenomenon reveals the unification of women's garment consumption choice and their self-concept when explained from the perspective of consumer psychology. In fact, the quality, style, color, brand and selling place of the garment, etc. are the tools for the intensification of female consumers'self-concept. Therefore, it is a relatively ideal way to make female market segmentation and make an integrated marketing communication from the different female self-concepts; it will be more efficient than making segmentation by consumers' characteristics.