Study On The Effects That Lifestyles Of College Students Exert On Consumer's Decision-making Styles

The study implements the G.B. Sproles & E.L. Kendall's consumer style inventory to study the students' values and the behavior of the decision-making styles in the process during their purchasing. The results reveal that there are ten consumers' decision-making styles that consist of conception of brand, conception of quality, entertainment, conception of price, actuation, loyalty, overloading of information, perfectionism, emotional decision-making, and conception of fashion.Meanwhile, the study implements a revised lifestyle inventory based on the Reynolds and Darden's AIO inventory (1974) to study the students' lifestyles. The results reveal that there are five lifestyles that consist of care for appearance, leadership, social communication, aspiration for success, and consumptionThe correlation analysis shows there are significant correlation between and consumers' decision-making styles and lifestyles. The regression analysis proves that some of variables of demographic (i.e., sex. major, undergraduate\ postgraduate, disposal money per month, family income) have significant effect on consumers' decision style. This phenomenon also happens on the personal lifestyle. Taken the effect of demographic factors into consideration, the 5 lifestyle factors exert significant effect on consumers' decision-making style. Between consumers' decision-making styles and lifestyles, there are 17 significant couples, 13 of which are the same with result of the correlation analysis. So the first hypothesis has been firmly supported.Based on there ten dimensions, the students can be separated into fiveconsuming groups which include: loyal group, fashion group, anxious group,economic and convenient group, and good-taste group. Five consuming groupsappear different lifestyle partially. So the second hypothesis has been proved.