The Influence of Lifestyle and Money Attitude on Purchase Decisions: the Moderating Effect of Marketing Stimulation and Personal Value
INTERNATIONAL JOURNAL OF ADVANCED SCIENTIFIC RESEARCH AND TECHNOLOGY ISSUE 2, VOLUME 2 (APRIL 2012) ISSN: 2249-9954
The Influence of Lifestyle and Money Attitude on Purchase Decisions: The Moderating Effect of Marketing Stimulation and Personal Value
Long-Yi Lin※ Associate Professor, Department of Business Administration Aletheia University, Taipei, Taiwan ROC Hsing-Yu Shih EMBA, Department of Business Administration Aletheia University, Taipei, Taiwan ROC Shen-Wei Lin Lecturer, Department of Business Management National United University, Miaoli, Taiwan ROC ___________________________________________________________________________
Abstract
The purpose of this study is to examine the influence of university students’ lifestyle and money attitude on their purchase decision, and explore the moderating effects of marketing stimulation and personal value. The sample was chosen from twenty-four universities in Taiwan. The convenience sampling method was used to collect the primary data. A total of 1,126 questionnaires were distributed and 1,010 valid questionnaires were collected. Regression analysis was used to test the hypotheses. The findings are listed as follows: (1) Lifestyle has a significant positive influence on purchase decision. (2) Achievement has a significant positive influence on product selection, brand selection and store selection. (3) Product, price and promotion have a significant positive influence on product selection; product and promotion have a significant positive influence on brand selection and store selection. (4) Marketing stimulation has a significant positive moderating effect on the influence of interest in store selection, and (5) Marketing stimulation has a significant positive moderating effect on the influence of respect/self-respect regarding brand selection. (6) Intrinsic individual values and interpersonal values have a significant positive influence on purchase decisions; extrinsic individual values have a significant positive
The Influence of Lifestyle and Money Attitude on Purchase Decisions: The Moderating Effect of Marketing Stimulation and Personal Value
Long-Yi Lin※ Associate Professor, Department of Business Administration Aletheia University, Taipei, Taiwan ROC Hsing-Yu Shih EMBA, Department of Business Administration Aletheia University, Taipei, Taiwan ROC Shen-Wei Lin Lecturer, Department of Business Management National United University, Miaoli, Taiwan ROC ___________________________________________________________________________
Abstract
The purpose of this study is to examine the influence of university students’ lifestyle and money attitude on their purchase decision, and explore the moderating effects of marketing stimulation and personal value. The sample was chosen from twenty-four universities in Taiwan. The convenience sampling method was used to collect the primary data. A total of 1,126 questionnaires were distributed and 1,010 valid questionnaires were collected. Regression analysis was used to test the hypotheses. The findings are listed as follows: (1) Lifestyle has a significant positive influence on purchase decision. (2) Achievement has a significant positive influence on product selection, brand selection and store selection. (3) Product, price and promotion have a significant positive influence on product selection; product and promotion have a significant positive influence on brand selection and store selection. (4) Marketing stimulation has a significant positive moderating effect on the influence of interest in store selection, and (5) Marketing stimulation has a significant positive moderating effect on the influence of respect/self-respect regarding brand selection. (6) Intrinsic individual values and interpersonal values have a significant positive influence on purchase decisions; extrinsic individual values have a significant positive
References: INTERNATIONAL JOURNAL OF ADVANCED SCIENTIFIC RESEARCH AND TECHNOLOGY ISSUE 2, VOLUME 2 (APRIL 2012) ISSN: 2249-9954 Building Marketing Strategy, 8/e, McGraw Hill Company Page 467 INTERNATIONAL JOURNAL OF ADVANCED SCIENTIFIC RESEARCH AND TECHNOLOGY ISSUE 2, VOLUME 2 (APRIL 2012) ISSN: 2249-9954 Page 469 INTERNATIONAL JOURNAL OF ADVANCED SCIENTIFIC RESEARCH AND TECHNOLOGY ISSUE 2, VOLUME 2 (APRIL 2012) ISSN: 2249-9954