消费者自我概念对消费行为的影响（The influence of consumer self-concept on consumer behavior）.docVIP

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消费者自我概念对消费行为的影响（The influence of consumer self-concept on consumer behavior）.doc

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消费者自我概念对消费行为的影响（The influence of consumer self-concept on consumer behavior）

消费者自我概念对消费行为的影响（The influence of consumer self-concept on consumer behavior） [Abstract] self-concept plays an important role in marketing. Self concept is involved in consumer activities in a potentially stable form and has a profound impact on consumer behavior. To explore the self-concept and self concept structure of consumers is helpful to further study the influence of brand personality on consumer behavior, so as to formulate marketing strategy more scientifically. Key words: self-concept; brand personality; consumer behavior I. overview of the theory of self concept Self concept (self-concept) is the first theory put forward by psychologist James of Harvard University in 1890 in the principles of psychology. In the study of western consumer behavior, using self concept theory can be traced back to the study of consumer personality in 1950s Levi believes that the consumer is not function oriented, influence consumer behavior by the [1] symbolic goods contained in a great extent. Although the construction levy is not regarded as a theory, but the study of consumer behavior is keenly aware that the potential impact of consumer self-concept on consumer behavior. In Levi, the self concept of many specific functions used to describe, explain and predict consumer self concept in consumer behavior in the model. Among them, self reinforcing theory holds that: (1) self concept of value, the individual behavior tends to maintain and strengthen self concept; (2) the purchase of goods, and can be used to display the individual or other people to transfer symbolic meaning; (3) the individual consumer behavior tends to pass the symbolic commodity consumption to strengthen the self concept. The advantage of this theory is that it links the consumption of goods with the self-concept of consumers, but does not explain the formation and characteristics of consumer self-concept. Following the theory of self reinforcement, symbolic interaction theory and environmental self-image