The Interplay of Personal Motivation and Social Media Influence on Female Consumption Decisions
Abstract
Female consumption decisions are often influenced by a complex interplay between personal motivations and external social factors. This study explores how social media exposure, perceptions of fashion trends, and the symbolic meanings of brand logos shape Chinese female consumers’ willingness to purchase luxury products. Drawing on theories of consumer identity and social comparison, the research investigates how social media platforms cultivate aspirational lifestyles and reinforce class-based distinctions through visual branding. By analyzing the responses collected by 4 questionnaires from young female consumers, the study highlights how luxury consumption is not only a personal choice but also a social performance shaped by peer influence and digital culture. The findings aim to deepen understanding of how modern consumerism intersects with gender, social influence, and media representation in contemporary China.
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