An Empirical Research of Chinese University Students Self-concept and Costume Consumption Behavior

The previous studies showed that self-concept, especially ideal self-concept had an impact on consumption behavior. Taking a large group of consumers-Chinese university students (CUS) as the object, an empirical research has been made on self-concept, value orientation of costume consumption behavior and their relationships, which has revealed the structures of CUS actual self-concept and ideal self-concept and their deviation value, analyzed the general tendency of value orientation and the value distribution of classification groups of CUS ideal self-concept, and displayed the value dimensions and classification differences of costume consumption behavior.