| Summary: | 碩士 === 大葉大學 === 教育專業發展研究所碩士在職專班 === 98 === The main purpose of this study is to explore the correlation factors on online buy-ing motivation and the factors that affect online buying behaviors, and to test the predic-tion of background variables, life style, online buying motivation for online buying be-haviors of undergraduate students. Subjects are 321 students from universities in the central region in Taiwan. Some scales are used in this study to test the relationships among the online buying motivation, life style and online buying behaviors of the un-dergraduate students, including Basic Inventory, Life Style Scale, Online Buying Moti-vation Scale and Online Buying Behavior Scale. They were based on SPSS for Win-dows statistic version to proceed with analysis, which applied Descriptive statistics, t-test, ANOVA and multiple regression are used for analyzing data.
The results of the study are as follows:(1)According to this study, the main aspi-ration of online buying behavior of college students is to pursue fashion, and the items which they prefer are as follow: clothing, cosmetics, T-shirt (both male and female), bags, public literature and computer books.(2)There are significant differences on life styles and buying motivation in terms of the grade of undergraduate students.(3)There are significant differences on online buying behavior in terms of sex and grade. (4)There are significant positive correlations in terms of life style, buying motivation and buying behavior.(5)Life style and buying motivation can significantly predict buy-ing behavior.
This study has made some suggestions based on the online buying behavior of un-dergraduate students to help parents, teachers, educational administrations and further researches.
Key Words: undergraduate students, life styles, buying motivation, online buying behaviors
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