| Summary: | 碩士 === 國立臺南大學 === 社會科教育學系碩士班 === 94 === With the coming of the 21st century, the global market has turned into an unprecedented diverse situation. Students grow up in a stable and rich society and their consumption potential and customs are hard to ignore. The change of times has made the consumption market younger and younger. In recent years, mobile phones have become a life partner of young people due to the fast development of 3C technology. The influential factors of consumption behavior of college students are quite range. This research refered to EKB model that adopted influential variables such as the background of college students, working condition, life style, and consumption ability. It discussed the influence of college students on mobile phone consumption so as to understand the thinking and likes of new E-generation.
The study approach of this research was Questionnaire. College students of general universities, technology universities and institutes of technology in the Tainan county and Tainan city were the study objects. The total number of effective questionnaires was 580. This research aimed to study the relations between college students’ background, life style, working condition, consumption ability and mobile consumption behavior. The mobile phone consumption behavior of this research included three parts: the consumption motivation, decision-making factor, and usage behavior. Additionally, this study adopted statistics analysis approaches, such as Independent Sample t-Test, Chi-Square Tests, One-way ANOVA, Multivariate Analysis of Variance, and Multiple Regression, to check each hypothesis.
The results of this research had discovered that the life style of college students was related to the working condition. Their background had influences on their life style, working condition and consumption ability. Besides, their backgrounds, life style, working types,and consumption ability also had influences on the mobile phone consumption motivation and consumption decision-making factor. Their backgrounds, life style and consumption ability had influences on the mobile rental. Last, according to the study result, four suggestions were proposed. It’s hoped to provide reference for educational authorities, parents, students and future academic researchers.
|
|---|
