The Research of Life Style，Information Search of the New Female Immigrant in Taiwan on Consumer Behavior

• Main Authors: Ching-Li Lin, 林靖宜
• Other Authors: Yu-Ming Chung
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/03898815372128372919

碩士 === 大葉大學 === 國際企業管理學系碩士在職專班 === 97 === It has been more than 30 years since increasing number of female foreigners, mostly from southeast Asia, have migrated to Taiwan through marriage. They are usu-ally coined as “new female immigrants”. Their number has reached more than 400,000, and their significant presence has influenced the consumer market in Taiwan. For ex-ample, restaurants and food stands that offer Thai foods, Vietnam rice noodles (Pho Vietnam), garments with southeast styles, and many daily necessities have already be-come indispensable in Taiwanese culture. This study aims to understand how lifestyles and information searching of New Female Immigrants influence their purchasing behaviors by investigating the relation-ships between the three factors. Questionnaire survey procedure is adopted in this study to New Female Immi-grants residing in Zhanghua County on their purchasing behaviors on garments, life-styles, information searching, and demographic statistics. Data gathered from questionnaires were analyzed using factor analysis and cluster analysis to determine the groupings of lifestyles and information searching. Chi-square test is applied against the hypotheses of this study. We find out in the study that: 1. There are significant differences between lifestyle groups on evaluation, chan-nel, and amount of purchasing, but not on motivation and time. 2. There are significant differences between information searching groups on mo-tivation, evaluation, channel, and amount of purchasing, but not on ‘time’. 3. Subjects in each lifestyle groups are distributed to each information searching groups unevenly.