Subjective factors mainly refer to a person’s inner psychological activity or self-subconcious under the influence from both the environmental factors from outside and characteristics of the person himself or herself. Subjective factors affecting young female consumers in China involves in their own personal value,consumption psychologcial activities and lacking of the capability of controlling finance.
1. Influence from their own personal value.
Change of perosnal value of young chinese females is one of the most important reasons causing change of their consumption behaviors. Personale value is the general concept and position on value of a person. If you have an inappropriate personal value, you may have inappropriate consumption concept and consumption behaviors. With continuous development of Chinese economy, Chinese people’s consumption concept has changed a lot. Most young females in modern China don’t have the direct experience of going through a bitter life environment. And it’s hard for most of them to inherit the spirit of hard work and plain living. Instead, they consider it’s natural and appropriate to spend luxurily in terms of materialistic life. Even most of females consider it’s of a great necessity to own a rich materialitic life and they satisfy their such psychological attitude by expanding expenditure and luxury consumption.
2. Influence of consumption psychology.
Consumption psychology is a judging principle when people are consuming and it can exert great influence on consumption behavior. What kinds of your consumption behavior depends on what kind of your consumption psychology. Young females tend to have weak resistance to influence from the exterior factors. Moreover, most of them are lacking of experience and they don’t have enough mature consumption psychology. They often cann’t make reasonable decisions during consumption but more affected by people or things surrounding them. Meanwhile, young females don’t have enough strong self-controling capability which will lead to unreasonable consumption of over consumption. On the other hand, with the rapid development od e-commerce, more and more young females in China are favor of convenient online purchase experience. They seem to have a weak concious on how money can be earned and functioned but online purchase can help them release anxiety in consumption process, which has strengthen their consumption desire.
3. Lacking of the capability of controlling finance.
Most young females in China nowadays were born in the 1980s or 1990s and most of them haven’t went trough a tough life conditions as their parents or grandparents had ever gone through and they’re lacking of such an invaluable life experience. However, their parents just try their best to satisfy materialistic demands for their children on the contrary but most of the parents don’t have very reasonable and independent capability to control finance. Therefore, education on their children’s conciousness of managing finance reasonably is in shortage. Moreover, grandparents in a family love grandchildren more and hope them to be pretier than others. Such kind of vanity would urge more young girls to earnestly pursue beauty, which will furthur influence their consumption attitude upon their growth into young women. They would care more about beauty and their own favor inestead of the item’s utility and price.
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