Factors Influencing the Consumption Behavior of College Students at Quanzhou College of Technology

Abstract

This study investigates the factors influencing the consumption behavior of Quanzhou College of Technology students, with a particular focus on demographic variables, intrinsic motivations, and extrinsic motivations. The research employs a quantitative methodology, using structured questionnaires to gather data from 400 students. The data were analyzed using multiple regression to identify significant predictors of consumption behavior. The findings reveal that intrinsic and extrinsic motivations significantly affect students' consumption behavior. Among the intrinsic factors, personal attitude and values emerged as the most influential, impacting students' consumption methods, purposes, and overall behavior. The study also highlights the significant role of extrinsic factors —technological, social, cultural, and economic —in shaping students' consumption decisions. Demographic variables such as gender and monthly income significantly influence consumption behavior, with female students and those with higher monthly incomes demonstrating more diverse and consistent consumption patterns. However, age, grade level, and major were not significant predictors of consumption behavior, likely because the sample was demographically concentrated. The study contributes to the existing literature by providing a comprehensive analysis of the factors that drive consumption behavior among college students. It emphasizes the importance of aligning marketing strategies with both intrinsic and extrinsic motivations. The findings have practical implications for educators, marketers, and policymakers, suggesting the need for targeted interventions promoting responsible and sustainable student consumption practices. The study concludes with recommendations for future research, including exploring additional variables and using more diverse samples to enhance the generalizability of the findings.