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Lan Sheng
Ao Chen


As an important part of the market, female consumption is worthy of further study. The selfconcept of female consumption is the basis of guiding this form of consumption. The author adopted the methods of a literature review, interview, and statistical analysis to select scientific samples, and use simple random sampling and qualitative research features of 22-60-year-old women with independent consumption ability. The method of judgment sampling was used to interview 14 subjects and collected
the required data. Based on the grounded theoretical research, this paper clarified the dimensions of female consumers’ self-concept, formulated the measurement scale of female consumers’ self-concept, and developed and verified the theoretical model of female consumers’ self-concept. It was found that demographic factors, such as city, age, education level, and income level could have an impact on women’s consumption behavior combined with the actual situation of the 14 respondents. The self-concept could be divided into ideal self, social self, subjective self, psychological self, and development self through open coding, spindle coding, and selective coding.


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Sheng, L., & Chen, A. (2022). AN ANALYSIS OF THE SELF-CONCEPT OF FEMALE CONSUMPTION. Chinese Journal of Social Science and Management, 6(2), 1–13. Retrieved from
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