Foreign Capital Enterprise Female White-collar’s Consumer Behavior In The Perspective Of Consumerism

With China’s rapid economic growth, consumer goods have satisfied residents’basic needs, driving the whole society’s predominant role changing from the production to consumption. The consumer society transition has led to conversion of the whole society’s consumer culture. Currently, the consumerism thought prevailing in western post-modern society began to invade China, the consumerism culture has appeared in Chinese cities. New consumption culture in China gradually formed, which the middle class as the guide plays an important role. As an important role, the female white-collar’s consumption is not only the behavior of individual and the family, but also pushes the China’s social and economic development in the current transition period.The investigation shows that although female white-collar have rational consumption psychology, the high-quality consumption, fashion consumption, conspicuous consumption, hedonic consumption, emotional consumption and excessive consumption are also greater. In the macro background of economic transition, rapid development of consumer credit and consumerism combined with advertising media, the modern urban and gender culture, female white-collar in order to maintain the personality identity, have met the loss of consumption meaning and increasing pressure from credit consumption, physical consumption, hedonic consumption and communication consumption. And this predicament is caused by the risk uncertainty of the modern society transformation, the popularity of consumer culture, the imbalance of leisure consumption and income, as well as female white-collar personality and gender identity. Study the characteristics and plight of consumer behavior, and then propose strategies have not only provided a theoretical basis for a health rational consumption and sustainable development, but also enhanced the consumption patterns, then safeguarded female white-collars’legitimate rights through specific operation program, which has a practical significance as well...