A Study of Present Consumption Behavior of College Students in Dalian

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Title: A Study of Present Consumption Behavior of College Students in Dalian

Author: Yang Hang

Advisor: Dr. Zhang Li

Degree: Master of Business Administration

Major: Education Management

Faculty: บัณฑิตวิทยาลัย (Graduate School)

Academic year: 2566 (2023)

Published: The EUrASEANs: Journal on global socio-economic dynamics, No 1 (44) (2024), pp.232-241    Click  PDF


Abstract

In recent years, the number of works on the consumption behavior of university students has been increasing, marking a new stage in the study of the consumption behavior of university students in China. This has led to controversies between the Chinese and the Western views of consumption, with high consumption, over-consumption, blind imitation, illegal consumption, and other irrational consumption becoming a topic of social concern. This study investigated the consumption behavior of university students in Dalian against the backdrop of China’s rapid economic development, which presents unique consumption patterns among these students. The main problem addressed was the alignment of their behavior with the current economic and emotional theories. The objectives include the following: 1) To explore the influence of family monthly income on the consumption behavior of university students in China. 2) To assess the role of consumer emotions in shaping the consumption behavior of university students.

Utilizing the Consumer Behavior Theory and the New Consumer Theory, the study employed the questionnaire-based quantitative research method, with a sample of 550 students from four universities in Dalian, achieving an 86.9% valid response rate. Through correlation analysis, the findings indicated: 1) a significant relationship between family monthly income and consumption behavior and 2) a significant influence of consumer emotions on consumption behavior.

The study concludes that both economic and emotional factors are critical in shaping consumption behavior, warranting educational strategies that promote financial literacy and emotional intelligence among students. The findings of this study offer several avenues for future research to build upon the understanding of university students’ consumption behavior in Dalian. While the current study has established the significant roles of family monthly income and consumer emotions in influencing the consumption behavior, further research could elaborate these findings by addressing some of the limitations encountered.

Keywords: consumption behavior, family income, consumer emotions


A Study of Present Consumption Behavior of College Students in Dalian

6417195420 Yang Hang 2566 (2023) A Study of Present Consumption Behavior of College Students in Dalian สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, Education Management, Bangkok: Siam University

Academic Year 2023, Graduate School 2023, IMBA, IMBA 2023, Independent Study, Independent Study 2023, Master of Business Administration, Master of Business Administration (International Program) 2023, Master of Business Administration 2023, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration,Education Management

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