OBSERVING THE LIFE STYLE VARIATIONS THROUGH DIFFERENT SOCIAL CLASSES’ CONSUMER BEHAVIOR IN TAWIAN

• Main Authors: CHIU，YUAN-CHI, 邱苑琪
• Other Authors: TSAI, MING-CHANG
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/61224489678277779159

碩士 === 國立臺北大學 === 社會學系 === 98 === The main purpose of this research is to analyze and compare the consumer behavior differences between different social classes in Taiwan . The database come from “2007 Taiwan Social Change Survey 5-3” by which collecting all information from the replied questionnaires project to five major consuming topics – Music＆Drama leisure activities Reading , Luxury goods and Cars . There are two consumptions in my research : 1. Higher position level consumers of a society trend to consume with more culture varieties . 2. Higher position level consumers’ consuming character trend to be influenced by the “Reference Group” . The findings in my research can be concluded :.A. For the topics of culture activities like music and drama , there is no apparent correlation between family income and activities . On the other hand, it is very reasonable and explainable that there is a positive correlation between family income and other luxury activities . B. For the specific item of car purchasing , it strongly correlates to the family income and its community interaction . No correlation was found with its education level . Base on the analysis result and conclusions showed above , it is obviously that the consumer behavior for culture activities and luxury goods belongs to different categories, each one of them also has its own character . There is no any single parameter such as education, occupation, family income or communi interaction can fit into a model to explain all consumer behaviors . However , it will become meaningful while we try to explain each individual consumer behavior by a specified parameter .