College Student Consumers Research Articles

Structural relationship between mobile shopping characteristics, consumption values, impulse buying, and consumer satisfaction

This study aims to empirically determine the structural relationship between mobile shopping characteristics, consumption values, impulse buying, and satisfaction in order to promote an understanding of impulse buying in the mobile shopping environment. To this end, we conducted a survey using the convenience sampling method on sports management majors attending a four-year university in Seoul, South Korea, who have experience purchasing sports products on a mobile device. We analyzed the collected data using descriptive statistics analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation modeling. The key findings are as follows: First, mobile shopping attributes had a positive effect on consumption values. Second, consumption values of college student consumers in the mobile shopping environment had an effect on impulse buying. Third, impulse buying in the mobile shopping environment had a positive effect on the satisfaction of college student consumers. The results of this study have significance in that they provide the basic data for establishing efficient marketing strategies that can induce impulse buying to act as a positive shopping driver. Furthermore, this study is significant because it empirically demonstrates the casual relationship between impulse purchases and consumer satisfaction, and that consumption value is a determinant of impulse purchases.

Exploring the Influence Factors of Purchase Intention of College Students by Short Video Opinion Leaders in Field of the Beauty

Over the past decade, the rapid development of new media and e-commerce have triggered the emergence of online opinion leaders. Simultaneously, consumers’ purchase intention has been swayed by some opinions expressed by online opinion leaders. Therefore, this paper aims to delve into the factors influencing the consumption of college students by opinion leaders in field of the beauty. It aims to explore the influence degree of short video opinion leaders on the purchase intention of college student consumers in three dimensions, including short video production, opinion leaders’ characteristics and short video content. Employing a questionnaire for data collection and SPSS 29.0 for analysis, the study uses methods such as reliability analysis, exploratory factor analysis, and regression analysis to validate the model and research hypotheses. The results of the study show that in the dimension of opinion leaders’ short video production, the attractiveness of the title and editing format of the short videos have a significant positive impact on the purchase intention of college students. Regarding opinion leaders’ characteristics, their popularity, professionalism, and interactivity exert a substantial positive influence on college students’ purchase intentions, whereas timeliness shows no significant impact. In terms of opinion leaders short video content, comparing products with multiple brands, promoting affordable substitutes, and vivid and interesting promotion discourse of opinion leaders all have a significant positive impact on the purchase intention. Finally, this paper provides suggestions for short video opinion leaders in field of the beauty.

A Study on the Awareness and Utilization of Certification Marks among College Student Consumers

인증이란 공신력 있는 제3자 기관이 제품이나 시스템의 품질 보증 능력을 일정 기준으로 평가하여 적합성 또는 품질의 우수성을 증명하는 제도이며, 인증마크는 적합성에 부합하는 제품이나 서비스에 인증마크를 부여하고, 소비자가 능동적으로 품질 및 기능의 판단이 가능하도록 정보를 제공하고 보증할 수 있도록 하는 제도이다. 즉 인증마크는 표준의 전통적 기능 중 품질 보증 및 정보 제공의 기능을 동시에 제공하는 중요한 역할을 하는 것이다. 이러한 인증마크는 소비자로 하여금 자신이 구매하고자 하는 제품에 대한 인증을 확인할 수 있게 해주어 제품 선택을 더욱 수월하게 해준다. 인증마크의 특성에도 불구하고 인증마크에 대한 인지도 및 활용 수준은 다소 저조한 수준이다. 이에 본 연구에서는 향후 산업계를 주도할 대학생 소비자를 대상으로 인증마크에 대한 인지도와 활용 수준을 분석해 보았다. 연구 결과에 따르면 대학생 소비자의 인증마크에 대한 인지도는 표준 지식 수준에 비해 낮은 것으로 나타났으며, 제품 및 서비스 구입 시 인증마크를 활용하는 정도 역시 그리 높지 않은 것으로 나타났다. 그러나 인증마크를 확인하는 소비자와 그렇지 않은 소비자 간에 인증마크 신뢰도에 대한 유의미한 차이가 있는 것으로 나타났다. 이는 인증마크를 신뢰하기 때문에 제품 및 서비스 구입 시 인증마크를 확인하는 것으로 이해할 수 있다. 따라서 교육 및 홍보를 통해 인증마크에 대한 인지도를 높이는 방법이 우선되어야 하며, 효율적인 인증제도의
 운영을 통해 인증마크에 대한 신뢰도를 높이는 방안도 강구되어야 할 것이다.

An Analysis of Marketing Strategy Exploration of Low-Alcohol Beverage Consumption in Guangdong China

In recent years, the low-alcohol beverage industry in China has experienced a surge in investment. This study utilizes a questionnaire survey method to investigate the behavior of 601 college student consumers in Guangdong Province, China. Employing the Rank Sum Ratio (RSR) comprehensive evaluation method, the consumer group is classified into five categories based on their purchasing power. Statistical and machine learning methods are subsequently employed to analyze consumer preferences and habits related to appearance and ingredient taste. Furthermore, specific associated scenarios and other key factors are examined to analyze promotional strategies. Subsequently, market size is forecasted using a grey model. Finally, tailored marketing recommendations are provided for relevant businesses. It is worth noting that this study employs more quantitative mathematical methods to obtain data analysis conclusions that are more explanatory in nature.

Factors Affecting Green Purchase Behavior of AMDK Aqua Life on College Student Consumers in Surakarta City

The fundamental accomplishment of the Sustainable Packaging Coalition (SPC) concept is to replace unnecessary plastics used in the packaging and towards a green packaged product concept that is sustainable and environmentally friendly. Aqua Life's innovative bottled water contributes to achieving sustainability with packaging made from recycled and recyclable materials. Consequently, this study extended the Value Attitude Behavior (VAB) model by using the following construct: environmental consciousness, attitudes toward environmental issues, attitudes toward eco-social benefits, green product information, green product quality, availability of desired green packaged products, and green product attributes; to explain consumers’ green purchase behavior. This study was to survey 251 college students in Surakarta city. The data were analyzed using the Partial Least Square-Structural Equation Model (PLS-SEM) method. The results show that environmental consciousness, attitudes toward environmental issues, green product information, availability of desired green packaged products, and green product attribute as a significant predictor

Research and market survey of a campus knowledge payment platform based on distributed ledger technology

Based on the distributed ledger technology, this paper designs a kind of campus knowledge payment platform, and fully investigates the market of campus knowledge payment. First, this article analyzes the existence environment of the campus knowledge payment platform, and does a certain survey of the consumption potential of the college student consumer group, then elaborates the basic principles and technical advantages of the distributed ledger technology, and then conducts the operation process of the knowledge payment platform It is expounded and finally concluded that the campus knowledge payment platform project is worthy of promotion, and has prospects and research value.

The picture of luxury: A comprehensive examination of college student consumers' relationship with luxury brands

AbstractThis study examines college student consumers' relationship with luxury brands through two studies. Study 1 analyzes collages to determine what represents luxury to them, how consumers perceive their relationships with luxury, and who they are as luxury consumers. Study 2 analyzes qualitative interviews to validate the findings of Study 1 and to add further insights. Results of Study 1 suggest that college student consumers represent a vibrant segment in the luxury market. These consumers perceive a wide variety of products and brands as meeting their luxury needs. They are currently interested in luxury and their potential will only increase as their incomes do. Results of Study 2 confirms their views of luxury and emphasizes the critical roles social media, peers, and family play in influencing college student consumers' luxury consumption and provide insights for how to build an emotional bond with them. Luxury marketers can build brand relationships with college student consumers by offering them entry‐level products as they are current luxury consumers and see their consumption expanding in the future. Given that college student consumers are both vulnerable and savvy in recognizing when they are being manipulated, caution needs to be taken in approaching this segment in relationship‐building efforts.

A Study on Efficient Recycling Channels of Waste Electronic Products for Different Consumer Groups—A Case Study of College Student Consumers

The consumer participation as a direct source of used electronic products has a direct impact on the recycling rate, so it is particularly important to study recycling channels that meet the consumer's needs. However, most researches in China neglect the influence of different consumer groups' differences on the recycling behavior. To explore efficient and suitable recycling channels, we must pay attention to the differences of consumer groups, classify consumer groups and explore different recycling channels according to their recycling behavior. University student consumer groups occupy an important market share of electronic products, learning habits combined with different consumption habits to speed up the replacement of electronic products, resulting in a large number of waste electronic products. Therefore, it is of great significance to study the recycling channel of waste electronic products, which is the consumer group of college students, for the entire electronic product recycling pattern. This article takes college student consumer groups as an example, investigates and analyzes the main factors that hinder this consumer group from participating in the recycling of used electronic products, explores the main factors that undergraduates use when choosing the waste electronic products processing channels, and uses AHP to evaluate the importance of factors, so as to explore suitable consumers for consumer groups of reverse recovery of electronic products to achieve channels.

A Study on Efficient Recycling Channels of Waste Electronic Products for Different Consumer Groups—A Case Study of College Student Consumers

A Study on Efficient Recycling Channels of Waste Electronic Products for Different Consumer Groups—A Case Study of College Student Consumers

창원지역 대학생 소비자의 외식소비성향이 VMD선호이미지에 미치는 영향

창원지역 대학생 소비자의 외식소비성향이 VMD선호이미지에 미치는 영향

Utilitarian and Hedonic Consumption Values on American College Students’ Athletic Footwear Purchase Intention

The influence of two primary consumption value (utilitarian and hedonic) factors was investigated on the college students’ intention to purchase athletic footwear. Three hundred twenty (N = 320) college students participated in the study. Three utilitarian value factors (comfort, durability, and price) and three hedonic value factors (style, color, and celebrity endorsement) have emerged through literature review and a factor analysis. The results indicated that utilitarian value factors play a more significant role than hedonic values when college students purchase athletic footwear. A series of ANOVA indicated that the influence of consumption value factors did not significantly differ on students’ demographic backgrounds of genders and races. Marketers and advertising managers of athletic footwear companies should utilize the findings of this study to communicate with college student consumers more effectively.

: (Effect of Consumer Knowledge and Attitudes on Purchase Intention of Insurance: Focusing on the Difference between the Personality Types of College Student Consumers)

Korean Abstract: 오늘날 우리는 저성장, 저금리, 인구고령화 등으로 특징 지워지는 소위 뉴 노멀(New normal)시대를 살아가며 언제 닥칠지 모르는 위험을 보장하는 장기자금으로써 매력적인 대안이라 할 수 있는 보험에 대한 관심이 증대되고 있다. 보험에 대한 소비자의 관심과 요구는 증가하고 있지만, ‘장기간의 복잡한 약속’이라는 보험의 특성으로 보험에 대한 소비자태도에는 긍정과 부정이라는 양면성이 공존하고 있다. 본 연구는 금융 관련 기업 및 기관에 대한 관심도가 높은 잠재적 보험 수요자라 할 수 있는 대학생소비자를 대상으로 성격유형별 보험에 대한 지식 및 태도가 보험상품 구매의도에 미치는 영향을 분석하였다. 이를 위해 선행연구를 참조하여 구조화된 설문지를 작성하고 서울시의 2개 대학교, 인천시의 2개 대학교, 충청북도의 1개 대학교 등 유의적으로 표집한 대학생소비자를 대상으로 조사하였다. 소비자의 성격유형별 보험에 대한 소비자지식 및 태도가 보험상품 구매의도에 미치는 영향력은 어떠한지 경로분석을 실시한 결과, 판단기능에서 사고형과 감정형 성격의 보험소비자 모두 보험에 대한 지식은 보험에 대한 태도 및 보험상품 구매의도에 유의미한 영향을 미치지 않는 것으로 나타났으며, 보험에 대한 긍정적 태도는 보험상품 구매의도에 유의한 영향을 미치는 것으로 나타났다. 또한 보험에 대한 긍정적 태도가 보험상품 구매의도에 영향을 미치는 정도에 두 성격유형 간 유의미한 차이가 있는 것으로 나타났다. 사고형 성격의 소비자가 감정형 성격의 소비자 보다 보험에 대한 긍정적 태도가 형성되어 있을 때 보험상품에 대해 적극적 구매의도를 갖는 것을 알 수 있었다. 본 연구는 보험상품 구매 및 수혜의 주체라 할 수 있는 보험소비자에 보다 주목하여, 보험에 대한 소비자지식 및 태도가 보험상품 구매의도에는 어떤 영향을 미치고, 소비자의 성격유형별로는 어떠한 차이를 나타내는지 분석해 봄으로써 소비자가 보험상품을 구매하는 과정의 인과관계를 규명해 보고자 하였다. 한편, 소비자에게는 자신의 성격과 지식/정보, 태도형성 수준에 적합한 보험상품 선택과 인지를 도모하고, 기업에게는 다양한 보험소비자에 대한 맞춤형 정보제공 및 선택을 제안하는 기초자료로 의미가 있을 것으로 사료된다. 또한 대학생소비자를 조사대상으로 선정하여, 사회진출을 앞두고 있는 잠재적 생산자로서 보험의 필요성을 인식시키고, 보험지식, 보험정보, 보험선택, 보험활용 등에 대해 성격유형별 차별화된 소비자교육이 필요함을 시사하고자 하였다. English Abstract: This study is investigated how knowledge of and attitude towards insurance according to personality type affect the purchase intention of insurance, targeting college student consumers, who are often considered as prospected insurance buyers, due to their interest in finance-related companies and organizations. The path analysis of the effect of consumer knowledge of and consumer attitude on insurance according to personality type of consumer on the purchase intention of insurance revealed that consumer knowledge on insurance does not have any significant impact on consumers’ attitudes or their purchase intention of insurance for either type, thinking and feeling. On the other hand, a positive consumer attitude on insurance appeared to have a significant influence. It also showed that there is a significant difference between these two personality types when it comes to the influence of positive attitudes to insurance on purchase intention. Consumers of the thinking type are more likely to have an aggressive purchase attitude on insurance than those of the feeling type when positive attitudes are formed. The results of this research will help consumers recognize and decide which insurance is suitable for them according to their personality and the level of consumer knowledge and consumer information, etc. Also, they will help firms to devise customized marketing strategies for the various types of insurance consumers. Furthermore, we tried to make the college student consumers feel the need for insurance by targeting them as research subjects, since they are about to enter into society, and suggest that education for consumers about insurance knowledge, insurance information, insurance choices and insurance utilization, differentiated by personality type, is essential.

Promotional Factors Affecting Potential College Student Consumer's Decisions to Attend Minor League Baseball Games

This study explored different types of promotions within the selected factors (game day, distance, ticket price discount, concession discount, giveaway, and special event), their influence on a potential consumer's choice of attending a Minor League Baseball (MiLB) game, and the influences of consumption situation (attending with friends versus significant other). Two hypothetical consumption situations were used to examine college students' (N=201) preferences of promotional situations. Conjoint analyses indicated that the relative importance of all factors did not largely depend on the consumption situation. However, there was a significant difference of the consumer's decision to attend based on the type of promotion within each factor. This study encourages sport managers of MiLB teams to consider these types of promotions that most affect the potential consumer's decision to attend games.

오가닉 의류제품에 대한 대학생 소비자의 품질평가기준과 구매의도

Abstract This study aims to find evaluative criteria of quality on the organic clothes with college student consumers,categorize them, establish the basis of evaluation criteria, and examine the roles of each attribute according to their demographical characteristics and the association between their quality evaluation and their purchase intention. College students' evaluative criteria of quality factors of organic clothes were three factor; aesthetic symbolism, mainterance efficiency, and functionality. As a result, first this study showed significant differences from the evaluation criteria of organic clothes in sex, major and pocket money among demographical characteristics Second,this study found that college student consumers' experience of purchasing organic clothes considered aesthetic symbolism, mainterance efficiency, and functionality more important compared to non-purchase group. Third, it was found that there might be differences between future purchase intention group and non-repurchase intention groupaccording to evaluation standard of organic clothes. There was significant differences in functionality between the two groups.

Hábitos de consumo de alcohol en población universitaria

The present paper aims to conduct a research on the alcohol consumption habits, in a very specific stratum of society such as university students, specifically of Salamanca. They are in an age and social conditions that increase their vulnerability, and they live in a city that is reputed to have an important nightlife, because of the over thirty thousand students who pass through it per year. Our results show that the profile of the college student alcohol consumer is a male, which begins on his consumption when he is 14 years old and on his 16 years old has his first alcohol intoxication. Currently, he gets drunk once a month in the company of his friends, he drinks mainly mixed drinks and he does not mix it with other drugs, doing all of this under a wide ignorance of his parents.

Comparative Study of Environmental Information Needs between Korean College Student and Chinese International Student Consumers

Comparative Study of Environmental Information Needs between Korean College Student and Chinese International Student Consumers

Healthy Food Awareness, Behavioral Intention, and Actual Behavior toward Healthy Foods: Generation Y Consumers at University Foodservice

This study examined relationships among healthy food awareness, behavioral intention toward healthy foods, and actual behavior of Generation Y consumers. This study hypothesized that Generation Y consumers are aware of healthy foods and more likely to eat healthy foods while avoiding junk foods. According to structural equation modeling, all hypothesized paths were statistically significant, meaning that the three constructs in the model showed positive relationships with each other. Results showed that this group of college students is generally aware of healthy foods and have positive intentions toward healthy food choices. Therefore, university foodservice management needs to continue to improve their menus in order to attract this new generation of college student consumers.

Perceptions of Corporate Social Responsibility Among Indonesian College Students

Ethical consumption studies in developed countries suggest consumers are becoming more ethically minded, as manifested in the shift toward purchasing ethical products. However, little is known about ethical consumption in developing countries, which is problematic because these countries host the greatest share of the world’s youth population. In this study, the authors examine the perceptions and motivations of Indonesian college student consumers toward corporate social responsibility (CSR). The authors find that despite the country-based differences, Indonesian college students express perceptions of CSR similar to those of consumers in developed countries. Furthermore, female consumers have stronger intentions to support ethical products than their male counterparts.

Influence of the Information Asymmetry on the College Students' Network Green-Consumption Behavior in Yangtze Delta Region

The network provides a convenient platform for the information communication, but to some extent, increases the information asymmetric of the network green-consumption. Based on the theory of information asymmetric and the behavior of the network green-consumption, the characteristics of college students' network green-consumption behavior in the Yangtze delta region are researched, and the hypothesis model is put forward of the influence factor of the information asymmetry. The on-the-spot investigation is carried on based on the Yangtze delta region of college students' network green-consumption. Based on the data collection, sorting and analysis, the assumed conclusions of the model are verified. A series of measures are put forward such as establishing a college student consumers union, raising herd consumer behavior consciousness and following the consumption behavior of the brand.

The Mediating Effect of Quality and Prestige on the Relationship between Brand Globalness and Purchase Likelihood of HTC Mobile Phone

Perceived brand quality (PBQ) and perceived brand prestige (PBP) have been considered very important mechanisms to predict the direct as well as indirect relationship between perceived brand globalness (PBG) and consumer purchase likelihood (CPL) in many studies. However, almost all studies focused on direct influence of PBQ and PBP on CPL, neglecting the mediating role of them. This study, therefore, aims at filling this research gap by investigating the mediating effects of PBQ and PBP on the relationship between the PBG and CPL in the mobile industry applied to the HTC Company. In doing so, this study used the structural equation modeling (SEM) approach to analyze a total sample of 439 college student consumers in central Taiwan. Results indicated that PBG and BPQ have positive effects on CPL while PBP did not. These findings are different from the literature that both PBQ and BBP showed significant influences on CPL. In other words, when it comes to HTC mobile phone, only PBQ could be considered as a mediating variable through which PBG indirectly affects CPL. Generally, this study opens the doors to new empirical studies in the mobile phone industry whereby readers and practitioners would understand the importance of mediator role in consumer purchase intention.