男性消费者自我概念模型构建之研究

Study on the Self-concept Model of Male Consumer

在简要回顾消费者行为理论中的自我概念研究现状基础上,提出并在理论上推导出男性消费者自我概念MALES模型。根据男性消费者的自我分化演变过程,将男性消费者自我概念提炼为:权力自我、家庭自我、事业自我和交际自我,同时指出了这五种男性自我概念成分与营销沟通、品牌态度的全息投射关系。最后本文简单论述该模型的应用和需进一步研究的方向。

In retrospect of the self - concept in consumer behavior theory, the paper discusses the male consumer self - concept, self - theory and related model MALES. According to the process of the ego polarization, the paper puts forward the self-concept model of male consumer： Might- self, Ancestry-self, enterprise- self and social- self. Meanwhile, the paper indicates that the relationship between self- concept and marketing communication or brand attitude. Finally, the paper discusses the feasibility of the MALES model and the direction of the further research on the subject.