The Influence of Lifestyle and Money Attitude on Purchase Decisions: the Moderating Effect of Marketing Stimulation and Personal Value

11757 Words Aug 29th, 2013 48 Pages
INTERNATIONAL JOURNAL OF ADVANCED SCIENTIFIC RESEARCH AND TECHNOLOGY ISSUE 2, VOLUME 2 (APRIL 2012) ISSN: 2249-9954

The Influence of Lifestyle and Money Attitude on Purchase Decisions: The Moderating Effect of Marketing Stimulation and Personal Value
Long-Yi Lin※ Associate Professor, Department of Business Administration Aletheia University, Taipei, Taiwan ROC Hsing-Yu Shih EMBA, Department of Business Administration Aletheia University, Taipei, Taiwan ROC Shen-Wei Lin Lecturer, Department of Business Management National United University, Miaoli, Taiwan ROC ___________________________________________________________________________

Abstract
The purpose of this study is to examine the influence of university students’ lifestyle and money
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INTERNATIONAL JOURNAL OF ADVANCED SCIENTIFIC RESEARCH AND TECHNOLOGY ISSUE 2, VOLUME 2 (APRIL 2012) ISSN: 2249-9954

2. Literature Review
2.1 Lifestyle
The term “lifestyle” stems from the fields of psychology and sociology, referring to a person’s particular way of living, and has been used primarily for examining the living patterns and mobility of the various social classes (Bei, 2000). Plummer (1974) reckoned that, in a single system, lifestyle can be differentiated into two concepts, one being the model of lifestyle and the other being market segmentation, and that, in order to understand lifestyle segmentation, every element in the system under investigation, such as activities, interests, opinions and demographic variables, can be used to understand the overall market. Lazer (1963) defined lifestyle as a systemic concept, attributing this special model to the gathering of people and their development in a dynamic society. In addition, lifestyle also lays emphasis on values and actions in a social culture, and is usually used to describe a consumer’s way of living (Wells and Prensky, 1996). Bei (2000) pointed out that two methods for applying lifestyle to market segmentation exist – general lifestyle research and specific lifestyle research. General lifestyle research focuses on the personal activities, interests and opinions of consumers in their daily lives, whereas specific lifestyle research emphasizes the responses

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