Decoding the Consumption Behavior Theories of Chinese Women

Author: Yang Xiaoyan
Publisher:
Publish Date: 2003-05-01
Features: "Understanding the female heart" is a highly challenging puzzle, both in life and in research. The author Yang Xiaoyan attempts to solve this from an academic research perspective, offering in-depth insights into female consumption. Her doctoral research experience and unique personality make this book worth attention. Overall, Western women's studies surpass China in both breadth and depth. The Chinese academic field has nearly no research on women, especially from the perspective of consumer behavior. However, from the standpoint of consumption proportion and purchase decision-making, the importance and significance of female consumption are particularly prominent and undeniable.