Decoding the Consumption Behavior Theories of Chinese Women

Author: Yang Xiaoyan
Publisher:
Publish Date: 2003-05-01
Features: "Understanding the heart of women" is a highly challenging puzzle, both in life and in research. The author Yang Xiaoyan attempts to unravel 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 academic research on women in China, especially from the perspective of consumer behavior, is almost blank. However, from the standpoint of consumption proportion and purchase decision-making, the importance and significance of female consumption are particularly prominent and undeniable.