Study On New-generation Migrant Workers’ Difference Of Online Consumption Behavior Based On Lifestyles

From the perspective of lifestyle,this empirical study,taking new-generation migrant workers as the research object,aims to explore their online consumption behavior and lifestyles in the context of Internet Age,and to discuss the relationship between them.After empirical analysis,it comes to some conclusions and suggestions which help enterprises make market segmentation and positioning more reasonably,develop marketing strategies more effectively.Firstly,by using Life Style Scale,the paper explores the lifestyle with samples getting from new-generation migrant workers in Shanghai.5lifestyles are identified through factor analysis.Respectively,they are pursuit success style,happy life style,self contradiction style,work hard style and muddle along style.Meanwhile,the paper applies Pearson correlation and stepwise multiple regression analysis to explore the relationship between online consumption behavior and lifestyles.It turns out that,the8Lifestyles significantly affect online consumption behavior.Among all the32couples of relationship,there are13significant couples.Consequently,the first hypothesis has been firmly supported.Secondly,by Chi-square test and variance analysis,5groups appear remarkable differences in2demographic variables and6online consumption behavior variables.Thirdly,the differences of lifestyle between "Service-industry" and "manufacturing-industry" are studied by Independent-sample T test.It reveal that there are no significance differences of Lifestyles variables,but there are significance differences of2online consumption behavior variables.Finally,based on findings of the empirical analysis,the paper provides several marketing suggestions from2aspects,such as the relationship between online consumption behavior and lifestyles and5groups’difference at online consumption behavior.