浅析女性消费的自我概念
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摘要
女性消费作为市场的重要组成部分，值得深入研究。而女性消费中的自我概念是引导女性消费的依据。笔者将采用文献分析法、访谈法、统计分析法，选取科学样本，在 22-60 岁具有自主消费能力的女性之间，运用简单随机抽样并结合质性研究的特征，采取判断抽样的方法对 14 个研究对象展开访谈，收集所需数据。基于扎根理论研究，厘清女性消费者自我概念的构成维度，拟定女性消费者自我概念的测量量表，发展并验证女性消费者自我概念的理论模型。城市、年龄、受教育水平、收入
水平等人口统计学因素可能会对女性消费行为产生影响，结合 14 位受访者的实际情况，通过开放式编码、主轴式编码和选择式编码得出自我概念分为理想自我、社会自我、主观自我、心理自我和发展自我
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Chinese Journal of Social Science and Management Editorial Division
The Office of Research and Development, Panyapiwat Institute of Management
85/1 Moo 2, Chaengwattana Rd., Bang Talat, Pakkred, Nonthaburi 11120, Thailand
Tel. 02 855 01048 E-mail: cjssm@pim.ac.th
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