THE RELATIONSHIP BETWEEN LIFESTYLES AND CUSTOMER PURCHASING MOTIVATION TOWARDS SAMSUNG GALAXY SERIES SMARTPHONE AMONG PRESIDENT UNIVERSITY CHINESE STUDENTS

Abstract

Currently social communication becomes more and more important to people’s life, and the personal care also becomes more important than before, which influences the purchasing motivation and the consumer behaviors. As the social communication, Samsung’s Galaxy series smart phone has now overtaken the iPhone as the number-one individual smart phone sub-brand in the world. Its development cannot leave the personal influence of lifestyles in purchasing motivation. This study, base on the lifestyle and motivation theory, researched the relationship between lifestyle and purchasing motivation toward Samsung Galaxy series smart phone; researched the relationship between some factor of lifestyle (attitude, value, interests and activities) and purchasing motivation toward Samsung Galaxy series smart phone. It used the quantitative research and regression research by directly found the primary data from President University Chinese students. It analyzed the data with regression analysis. The researcher used T-test to identify the level of significance of individual independent variable (attitudes, values, interests and activities) toward Samsung Galaxy series smart phone; and used F-test to identify the level of significance of all independent variable (lifestyle), so that find out the relationship between amount lifestyle and purchasing motivation and find out the relationship between each independent variable and purchasing motivation. The research has found that there is positive relationship between attitudes and purchasing motivation toward Samsung Galaxy series smart phone; there is also positive relationship between interests & activities and purchasing motivation; and there is no relationship between values and purchasing motivation toward Samsung Galaxy series smart phone.