试论女性消费心理论文.doc

试论女性消费心理 PAGE PAGE III 东北农业大学学士学位论文 学号：7090730118 试论女性消费心理 On the consumer psychology 学生姓名：韩薇薇 指导老师：王大志 所在院系：网络教育学院 所学专业：工商管理 研究方向：女性消费心理 东 北 农 业 大 学 中国·哈尔滨 2009年 4 月 摘 要 消费心理是研究人们在生活消费过程中,在日常购买行为中的心理活动规律及个性心理特征.消费心理学是消费经济学的组成部分。研究消费心理，对于消费者，可提高消费效益；对于经营者，可提高经营效益。 通过研究女性消费心理是能够了解和掌握女性在少年、青年、中年及老年的期间在消费时的所思所想。所谓的消费行为是指从市场流通角度观察的女性消费者对于商品或服务的消费需要，以及使商品或服务从市场上转移到消费者手里的活动。 任何一种消费活动，都是既包含了消费者的心理活动又包含了消费者的消费行为。 准确把握女性消费者的心理活动，是准确理解消费行为的前提。而消费行为是消费心理的外在表现，消费行为比消费心理更具有现实性。消费心理在消费活动中的表现:消费者在购买、使用及消耗各种消费品过程中的活动受消费心理的微妙影响。 通过研究消费心理可以更好的为企业的推广和促销起到决定性的作用。 关键词：女性 消费 日常生活 心理 Abstract Consumer psychology is the study of living people in the process of buying behavior in the day-to-day activities of the law and the psychological characteristics of personality psychology. Consumer psychology is an integral part of consumer economics. Study consumer psychology, for consumers, increase consumer benefits; for the operators to improve operational efficiency. Consumer psychology of women through research is to understand and grasp the female juvenile, youth, middle age and old age when in consumer thinking. The so-called consumer behavior is the angle from the market circulation of female consumers of goods or services for consumer needs, as well as goods or services from the market shifted to the activities of the hands of consumers. Any kind of consumption, are both consumers of mental activity includes consumption behavior of consumers. Accurate understanding of female consumers of mental activity, an accurate understanding of consumer behavior is the premise. Consumer behavior and consumer psychology, external performance, consumer behavior more than the consumption of psychological reality. Consumer psychology in the performance of consumer activities: consumers purchase, use and consumption of consumer goods in the course of various activities by the subtle psychological effects of consumption. By studying consumer psych