The Influence of Self-Construction on Consumers' Self-Improvement Product Preferences

Abstract

This study focuses on the impact of self-construction on consumers' purchase intention for self-improvement products. Through in-depth analysis of the preference differences between independent and dependent self-construction in different product categories, it is found that self-construction significantly affects consumers' intention to buy self-improvement products.Independent self-constructed consumers pay more attention to the realization of personal achievement and self-value, and tend to buy products that can enhance personal ability and highlight their unique style, dependent self-constructed consumers pay more attention to interpersonal relationship and social role, and prefer products that can promote interpersonal interaction and enhance collective belonging.The study further explores the psychological mechanism of consumers of different self-construction types in the purchase decision-making process, which provides a theoretical basis for enterprises to formulate precision marketing strategies. The results show that enterprises should provide products and services that meet their needs according to the type of consumer self-construction, so as to effectively improve the purchase intention of consumers.