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Abstract
Traditionally, consumer behavior was based upon rational perspectives. Yet, the phenomenon that many consumers' behavior nowadays can not be easily reasoned gives rise to the breeding ground of post-modernism. Thereafter, the motivation of consumers has been dominated by "consumer symbolism," which clarifies purchasing products is no longer confined to the function of the products themselves. Instead, the motivation of purchasing products is piloted by product logos. In addition, post-modernism, in terms of consumption culture, pervades here and there in the modern world. The alternative terminology of younger generation becomes the most popular communicative tool. The unique culture of "Betel-nut Vendor Beauty" tremendously outlines the superficial and shallow meaning of post-modernism. The coming of the age of gender neutrality breaks traditional dualism, striding to a more diverse and harmonious orientation.
Therefore, this study aims to explore more into the phenomenon mentioned above, in the hope of manifesting 1) what impact post-modernism has on marketing and consumer behavior, 2) the meaning of the impact, 3) what change post-modernism brings to consumers, 4) which factors, lifestyle, value, and character traits, to name a few, correlate to consumers' post-modernism consumption tendency. Additionally, this study also aims to find out whether or not the post-modernism consumption tendency of consumers is related to the time and area they live in. Furthermore, the researcher hopes to detect if any difference exists among consumers of different generations and areas. This study, based upon consumers' character traits, value, and lifestyle, attempts to probe into the correlation of the three factors. Three generations are researched to testify if there's significant difference in their post-modernism consumption tendency.
This study applies 300 mailed questionnaires in which stratified sampling is used. Consumers of baby boomers, X generation, and Y generation, living respectively in northern, central, and southern part of Taiwan are targeted. In total, 284 questionnaires are answered and mailed back.
According to the result, there exists significant difference between character trait, value, and lifestyle and post-modernism tendency. What's more, there's also significant difference between different generations and post-modernism. As regards different area, there's no significant difference. Besides, post-modernism consumption tendency can be applied to predict consumer behavior.
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Introduction
Research Background and Motivation
Traditional consumers carry out their consumer behavior...