消费者自我概念的形成与结构维度:基于化妆品消费者的实证分析

Study on Self-concept Formation and Structure of Consumer Based on Empirical Method of Cosmetics Consumer

中文关键词:  自我概念  探索性因子分析  验证性因子分析  化妆品消费者  结构方程模型

英文关键词:self-concept  confirmatory factor analysis  exploratory factor analysis  cosmetics consumer  structural equation model

中文摘要:

      文章提出了化妆品消费者自我概念的模型,并且进行了验证。研究发现,化妆品消费者的自我概念是多维结构,家庭自我和物质自我是最重要的两个维度。企业应当根据化妆品消费者的自我概念开展有效的营销活动,提出匹配的营销策略,提高国内化妆品企业的经营效率。

英文摘要:

      This paper presents and verifies self-concept model of cosmetics consumer. It finds that self-concept of cosmetics consumers is a multi-dimensional structure, with family-self and physical-self the most important two dimensions. Enterprises should carry out effective marketing activities according to the self-concept of cosmetics consumers, and try to match their marketing strategy. Only in this way can the enterprises improve domestic cosmetics business efficiency. 