Conceptualizing the Chinese Consumer’s Self-Concept

Wei-hong Zhao () and Hai-qing Zhu
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Wei-hong Zhao: Jiangxi Normal University
Hai-qing Zhu: Jiangxi Normal University

Chapter Chapter 92 in The 19th International Conference on Industrial Engineering and Engineering Management, 2013, pp 863-870 from Springer

Abstract: Abstract This study empirically develops a model for consumers’ self-concept from the Chinese perspective. The evidence from in-depth interviews and random samples shows that the Chinese consumer’s self-concept contains a six-dimension construct. They are instinct self-concept, real self-concept, ideal self-concept, actual self-concept, social self-concept, and ideal social self-concept.

Keywords: Actual; Self-concept; Ideal self-concept; Ideal social self-concept; Instinct self-concept; Real self-concept; Social self-concept (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-38442-4_92

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DOI: 10.1007/978-3-642-38442-4_92

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