A Study on the Influence of Part-time Job and Lifestyle on College Students’ Consumer Behavior—National Cheng Kung and Chengchi Universities as Examples

• Main Authors: Chiu-ya Liao, 廖秋雅
• Other Authors: Lan-Chin Hwu
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/25800529629471043123

碩士 === 國立臺南大學 === 社會科教育學系碩士班 === 92 === Recently, our social environment changes quickly. It is more common that college students hold the study and part-time job concurrently. The salary has become the main source for college students to increase their income. At the same time, since the increase of the disposable income and the decrease of the rate of birth, the allowance for children also increases. Therefore, the income that college students could control by themselves increases continuously. Moreover, their lifestyle and consuming behaviors also change. Data are collected by using questionnaire. The subjects of this study are college students of Cheng Kung and Chengchi Universities. Totally, there are 579 effective samples. The purpose of this study is to know the effects of the condition of college students’ part-time job and lifestyle on their consumer decision-making style and fashion goods consuming behaviors. In the data analysis, we control personal background and other related factors simultaneously. In this study, the fashion goods consuming mainly focuses on those which teenagers would purchase frequently such as cellular phone, running shoes, digital camera, jeans, cosmetic products, dying or perm, cigarette and liquor, clothes and furnishings. Chi-square test, Independent t test, One-way ANOVA Analysis, MANOVA and Multiple Regression Analysis were used in this study to test the research hypotheses. The findings, resulting from the statistical analysis are as follows: in the aspect of personal background, college students of different demographics have significantly different condition of part-time job, consumption ability and lifestyle; in the aspect of consumption ability, college students of different demographics have significantly different condition of part-time job and lifestyle; in the aspect of part-time job condition, different part-time job conditions of college students have significantly different lifestyle. As far as the Consumer Decision-making Style is concerned, demographics, consumption ability, the condition of part-time job, and lifestyle can effectively predict the eight dimensionalities of the Consumer Decision-making Style. And as far as the fashion goods consuming is concerned, different demographics, consumer ability, the condition of part-time job, and lifestyle of college students have obvious differences on the kinds, prices and expenditure of fashion goods bought by themselves and on the brands of jeans, cosmetic products and liquor. Finally, some practical suggestions based on the empirical research are provided to those education and students counseling related organization, students, parents, and researchers as the references in the future.