Female Values and Purchase Behavior

Author: Zhang Mengxia
Publisher:
Publish Date: 2005-04-01
Features: In a general sense, an in-depth study of an individual's value system helps to fundamentally understand individual decision-making behavior. From the perspective of marketing, researching the influence of consumers' cultural values on their purchase decision-making behavior is a foundational and essential task in understanding and comprehending consumer purchasing behavior. Currently, although some experts and scholars worldwide are dedicated to the study of cultural values, there is still a lack of research that truly reflects the value system of Chinese people. There are few systematic causal analysis and studies that link Chinese consumers' purchase decision-making behavior with cultural values, and no relevant statistical models have been discovered yet. Based on a comprehensive and in-depth study of relevant academic achievements worldwide, this book examines the feasibility and effectiveness of various well-known scales used to measure Eastern and Western cultural values in the Chinese context. It creates the best scale for measuring the value characteristics of Chinese urban women and further constructs a statistical model that reflects the causal relationship between cultural values and consumer purchase decision-making.