A Study On Female Perceptual Consumption In Online Shopping

With the continuous improvement of women’s status, and the growth of discretionary spending,The modern white-collar female economy is becoming more and more important. They received a good education, with knowledge of domestic and foreign culture, and puts forward higher and higher requirements for goods, Both brings new opportunities to the market, At the same time also brought challenges, Female consumers have gradually become the absolute mainstream in consumer market.At the same time, The network shopping environment is being mature gradually. The Internet shopping has become an essential part of People’s Daily life, there are data shows that women occupy the main position in the of online shopping group. And female consumers in the process spending a lot of time with comparison in feelings, their emotion change ups and downs, susceptible to emotional domination and influence their determination, resulting in a product of love lead to purchase desire. Female consumers in consumption process because of a variety of reasons lead to perceptual consumption behavior, and this is one of their main features in the process of consumption.