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THE RELATIONSHIP OF UNIVERSITY STUDENT’S LIFESTYLE, MONEY ATTITUDE, PERSONAL VALUE AND THEIR PURCHASE DECISION

Abstract

The purpose of this research is to examine the relationship of university students’ lifestyle, money attitude, personal value and their purchase decision. The convenience sampling method was used to collect the primary data. The sample was chosen from 10 universities in Taiwan. A total of 500 questionnaires were distributed and 449 validity questionnaires were collected. Regression analysis was used to test the hypotheses. The findings are listed as follows: (1) Lifestyle has a significant positive influence on purchase decision. (2) Achievement has a significant positive influence on purchase decision. (3) The interaction of lifestyle and achievement has a significant positive influence on purchase decision. (4) Personal value has a significant positive moderating effect in the influence of activity and opinion on purchase decision. (5) Personal value has a significant positive moderating effect in the influence of achievement on purchase decision, and (6) Personal value has a significant positive moderating effect in the influence of the interaction of lifestyle and achievement on purchase decision.

Keywords: Lifestyle, Money Attitudes, Personal Value, Purchase Decision.

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