女性消费者心理活动是一个完整的过程,其中除了认知过程和行为过程外,还包括情感过程。几乎每个女性消费者都自觉不自觉的体验过“冲动购买”,女性的这种行为在本文中认为是情感作用下的决策。本研究的重点是女性消费者的情感,包括女性消费者对商品情感过程、女性消费者的情感的影响因素,旨在为企业为女性消费者提供更好的服务。 Female consumers psychological activity is a complete process, in addition to cognitive processes and behavioral processes, but also emotional processes. Almost every female consumer consciously or unconsciously experiences “impulsive buying,” and this behavior of women is considered in this paper as an emotional decision. This study focuses on the female consumer’s emotions, including the impact of female consumers on the emotional process of goods and the emotional of female consumers, and aims to provide enterprises with better service to female consumers.