Many PhDs are studying consumer behavior, such as: Dr. Luo Jining, associate professor, main research "Chinese Consumer Behavior Model", Dr. Yang Xiaoyan, Professor, mainly studies "Female Consumer Group", Dr. Liu Shixiong mainly studies "Chinese Cultural Values ??and Consumer Behavior", and Dr. Wu Shaohong mainly studies "Consumption Style of the Young Generation of China".
Published many papers on consumer behavior, such as: "Cultural Values ??and Marketing Enlightenment of Contemporary Chinese Consumers" (Liu Shixiong, Business Economics Essays, 2002.6.), "The Impact of Chinese Women's Social Role Conflict on Consumption Behavior" "Influence" (Yang Xiaoyan, The Development of Localization of Chinese Management (City University of Hong Kong), 2001.5.), "Discussing Chinese Consumer Market Segmentation from Generational Standards" (Liu Shixiong, Business Economics Essays, 2002.5.), "Chinese and Western Fast Food Consumption Behavior "Comparative Study" (Huang Shengbing, Consumer Economy, 1995.5.), "How to Attract Female Consumption" (Yang Xiaoyan, Consumer Economy, 2000.5.), "Why Foreign Brands Have Fallen Favored by Chinese Consumers - Analysis of Factors Factors in Consumers' Choice of Color TV Brands" (Juliet, Business Culture, 1999.1.), Wang Haizhong's doctoral thesis "The Impact of Consumer Ethnocentrism on the Purchase of Domestic Products: An Empirical Study in China" was selected by the international conference "The Eighth Asia Pacific Management" hosted by City University of Hong Kong from November 15th to 17th. Conference-Indigenizing Globalization Strategy in the 21th Century" accepted as a conference paper.
Main works on consumer behavior research: "Consumption Patterns of China's Young Generation: Shopping Decision-making Styles and Values" (Dr. Wu Shaohong, Management of Macau Polytechnic Institute Published by the Higher School of Science), it is the first monograph in Macao to study China’s local consumer behavior, and it is also the first monograph by teachers of the Macao Polytechnic Institute. The Macao Daily News (Page A-7) on March 16, 2001 made a relevant report.< /p>
Four doctoral theses on consumer behavior: Empirical research on the consumption patterns of China’s younger generation (Wu Shaohong, 2001), Consumer Temperament - Behavioral Research - A Preliminary Study on Consumption Psychology (Luo Jinning, 2001), 5F model of female consumer psychology (Yang Xiaoyan, 2002), Chinese evidence and interpretation of consumer ethnocentrism (Wang Haizhong, 2002).
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