金錢觀、生活型態與消費者行為

Abstract

現今社會，相較於50年前，在型態上，包含經濟、文化以及政治等三方面皆有不小的改變。也因此，人們在生活型態，以及金錢觀方面，也有相當程度的變化，當然接著就是消費行為也跟著改變。本文主要探討金錢觀與生活態度對消費者決策的影響。

本研究以逢甲大學生為樣本，做抽樣調查；再根據文獻設計問卷相關題項，並利用因素分析篩選變數，最後再以迴歸分析檢測，文中所設定的假說。研究結果歸納下列三點。

首先，證據顯示大學生的性別差別對於消費行為有顯著的影響。其次，家裡給的零用錢多寡和生活型態也有顯著相關，但與金錢觀卻無顯著相關。最後，生活型態與金錢觀也對大學生的消費行為有顯著的影響。

Abstracts The economic, cultural and political environments have dramatically changed for decades. Thereafter, people change their lifestyle and the attitude toward money, so that the consumer behavior has changed as well. This paper discusses how consumers’ money attitude and lifestyle influence their decisions.

In order to test hypotheses we made in this paper, we survey hundreds of students from Feng Chia University first, and then employ factor analysis to extract variables, and in turn use these variables to run regression to test hypotheses. Empirical results are as follow.

First, the evidence shows the significance of gender of college students. Secondly, consumers’ amounts of allowance have substantially related with the lifestyle, but not with the attitude of money. Finally, people’s lifestyle and attitude to money have impact significantly on their behavior.