Based on the questionnaire survey data of college students in Wuhan,this paper studied the motivation of consumption behavior of college students in western-style fast food restaurants on campus,and built a relationsh...Based on the questionnaire survey data of college students in Wuhan,this paper studied the motivation of consumption behavior of college students in western-style fast food restaurants on campus,and built a relationship model for consumption motivation and behavior. The results indicate that the consumption motivation of college students in western-style fast food restaurants includes six types: social motivation,conformity motivation,show-off motivation,self-hedonic motivation,quality-pursuing motivation,and self-gift giving motivation. The overall characteristics of college students' consumption behavior in western-style fast food restaurants include six characteristics: consumption period,consumption frequency,ways of information access,consumption amount,product preference,and consumption willingness. There are significant differences in the consumption behavior between different college students. Different college students are different in consumption period,consumption frequency,ways of information access,consumption amount,product preference,and consumption willingness. Based on the above results,it came up with pertinent marketing recommendations.展开更多
This study examines the specific motivation of college students to volunteer, based on the interpretation of volunteering as entailing both consumption and investment. Analysis of micro-level data, collected in an onl...This study examines the specific motivation of college students to volunteer, based on the interpretation of volunteering as entailing both consumption and investment. Analysis of micro-level data, collected in an online survey from non-volunteers and volunteers on the RenDa Economics Forum, one of the main social networking sites in China, and from volunteers at the Shanghai World Expo 2010 in China, provides strong support for consumption-related motivation. However, we find no clear statistical evidence for the validity of the investment motive. Volunteering activities are found to play no significant role in determining future income when compared to other factors, such as test scores, gender, age, parents＇ education, job location, and the type of employer.展开更多
文摘Based on the questionnaire survey data of college students in Wuhan,this paper studied the motivation of consumption behavior of college students in western-style fast food restaurants on campus,and built a relationship model for consumption motivation and behavior. The results indicate that the consumption motivation of college students in western-style fast food restaurants includes six types: social motivation,conformity motivation,show-off motivation,self-hedonic motivation,quality-pursuing motivation,and self-gift giving motivation. The overall characteristics of college students' consumption behavior in western-style fast food restaurants include six characteristics: consumption period,consumption frequency,ways of information access,consumption amount,product preference,and consumption willingness. There are significant differences in the consumption behavior between different college students. Different college students are different in consumption period,consumption frequency,ways of information access,consumption amount,product preference,and consumption willingness. Based on the above results,it came up with pertinent marketing recommendations.
文摘This study examines the specific motivation of college students to volunteer, based on the interpretation of volunteering as entailing both consumption and investment. Analysis of micro-level data, collected in an online survey from non-volunteers and volunteers on the RenDa Economics Forum, one of the main social networking sites in China, and from volunteers at the Shanghai World Expo 2010 in China, provides strong support for consumption-related motivation. However, we find no clear statistical evidence for the validity of the investment motive. Volunteering activities are found to play no significant role in determining future income when compared to other factors, such as test scores, gender, age, parents＇ education, job location, and the type of employer.
