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Abstract：摘要

在经济活动的财务管理，让现代女性在经济和人格独立成为一个极其重要的经济力量。本文最初适用于自我概念系统的结构模型，的女性财务行为的研究，通过问卷调查进行融资的女人，连同因子分析和相关分析的研究结论，有效地暴露女性的财务行为的特点基础上，自行概念结构。In financial management of economic activity, independence in economy and personality makes modern woman become an extremely important economic power. This paper initially applies the structural models of self-concept system to research of female financial behavior, through the questionnaire survey for financing woman, together with factor analysis and correlation analysis on research conclusion, effectively exposes the characteristics of female financial behavior based on self-concept structure. 

Keywords: Female; Self-concept; Financial behavior; Factorization method; Correlation analysis

1. Introduction 简介

中国妇女的人口达到总人口的48.73％。在金融和人格的独立使现代女性在财务管理成为一个极其重要的经济力量。自我概念，社会心理学的一个重要概念，是指个人自觉相结合的情感，认知和感觉。[1]通过大量的研究，学者们发现，消费者的自我概念，消费行为有很大的影响。此外，财务管理实际上是金融消费。本文最初适用于女性金融行为自我概念的系统结构模型的研究，并进一步分析女性财务行为的特点，提供金融消费细分市场和金融产品的发展，女性的参考。Chinese women's population reached 48.73% in total population. Independence in the financial and personality makes modern women become an extremely important economic power in financial management. Self-concept, as an important concept of social psychology, that refers to individual conscious combination of sensibility, cognition and feeling.[1] Through a lot of researches, Scholars find that consumers' self-concept has a big influence on consumption behavior. Furthermore, financial management is actually financial consumption. This paper initially applies system structural model of self-concept to research of female financial behavior, and further analyzes the characteristics of female financial behavior, providing References for financial consumption market segment and financial products development of female.

2. Research Design 研究设计

In order to prove female self-concept effectively affects their financial behavior, this paper will use questionnaire to research female self-concept and financial behavior. We introduce two tables when we design the questionnaire: female self-concept table and female financial behavior table. The questionnaire consists of three parts. The first part is the basic personal information of the survey sample. The second part is the female self-concept testing table which is brought up by Professor Yang xiaoyan.[2] This table consists of 16 declarative sentences testing five basic components of female self-concept system. And this table uses the form of Likert scale table, each sentence in the table has five scale that represent how each of the surveyed female consumers agrees to the meaning of the sentence.

4. Conclusion 总结

Through this research, we can get some conclusions: First, there are five components of female self-concept: Family-self, Fervor-self, Fashion-self ,Feeling-self, Freedom-self. Second, female financial behavior is the external projection of female self-concept system structure. Five different females have different performance characteristics in the financial expenditures, financial motivation, risk appetite, investment object preferences, financial goals and other financial behavior. Third, thro  ugh research, we can find that five different females have not much difference in means of access to financial information.
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