• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
    • Abstracting/ Indexing:  CNKIGoogle ScholarCrossref
    • E-mail: joebm.editor@gmail.com
JOEBM 2022 Vol.10(3): 205-209 ISSN: 2301-3567
DOI: 10.18178/joebm.2022.10.3.700

Chinese University Students’ Self-Concept and Purchase Decision for Clothing

Yuan Cao

Abstract—Clothing is a significant part of social life. They are a kind of visible “selfhood” than keep warm. People can express their ideas and the images they have of themselves through clothing, and the consumption concept has evolved significantly. As a distinct consumer group, Chinese university students exhibit more complex consumer behavior and psychology. Chinese university students have a high potential for consumption. Thus, this paper chose Chinese university students as subjects, studying their self-concept and purchase decision, and then discussing the relationship between them. Factor analysis is used to investigate the situation and dimensions of students' self-concept and clothing purchasing decisions to better understand the quantitative relationship between them. Questionnaires on Chinese university student’s self-conception and clothing purchase decision is designed to divide the factors. Chinese university student’s self-conception mainly includes 4 factors: positive impulse, extraversion, personality, and pragmatic. Their clothing purchase decision mainly includes 5 factors: quality service, variety choices, brand loyalty, social responsibility. Through correlation analysis, there exists relevance of various degrees between self-concept and purchase decision. There are differences between one's ideal self and one's actual self, resulting in different purchase decision. According to the survey findings, Chinese university students are increasingly seeking individualism, fashion trends, and diversity in their clothing selections, therefore marketers should emphasize this in their brand communication and promotion efforts.

Index Terms—Chinese university students, self-concept, purchase decision, clothing.

Yuan Cao is with the Keyi College of Zhejiang Sci-Tech University, China (e-mail: yuan910910@126.com).


Cite:Yuan Cao, "Chinese University Students’ Self-Concept and Purchase Decision for Clothing," Journal of Economics, Business and Management vol. 10, no. 3, pp. 205-209, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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