| Summary: | 碩士 === 銘傳大學 === 管理研究所碩士在職專班 === 94 === Recently China economic is getting strong and powerful, more and more Chinese students studies in Europe. Most students chooses the Germany and France because of the cultural breath, freedom, democracy and the study of high quality. The purpose of the research is to investigate what relationship among the personality, value, life style and consumers’ behavior among the Chinese students in Germany and France. This research provides valuable reference for enterprises when they recruiters employees who gradusted from the university in Germany or France, in addition, to compare the difference of life style with consumers’ behavior for enterprises decide to their plan of selling products.
The research is based upon the survey of students who studies in Germany and France universities. To sending out 370 questionnaires by direct distribution and friends relationship investigation. The valid questionnaires remained 358 after eliminating the 12 invalid ones. The retake rate of valid questionnaires was 96.7%. This study had adopted SPSS as the tool for statistical analysis. For sampling data use research method for example: descriptive analysis, reliability analysis, T-test, One-way ANOVA, Analysis of Correlation, Analysis of Regression and so on. The major findings of this study were as following:
1.The different individual factors(like gender,education,job experience,zone, marriage,age,college,cost per month, cost of the communication)have made significant difference in personality, value, life style and consumers’ behavior, but just only few factors is not significantly.
2.The personality had significant relationship with the life style, the extraversion of personality had high influence on the life style.
3.The value had significant relationship with the life style, the accomplishment and life of value had high influence on the life style.
4.The life style had significant relationship with the consumers’ behavior, the computers and books were very important for students who studies in Germany and France.
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