碩士 / 國立臺灣大學 / 商學研究所 / 94 / Voluntary Simplicity” appeared most early in the concept of self-thrifty put forward by Gandhi in the 1930s. Later, in 1936, Gregg took the lead in explaining “Voluntary Simplicity” from the view of academy. Not until 1980s was the concept emphasized by many scholars.
At present, on this topic, related researches are limited to foreign scholars, but most only stay at the field of approaching Voluntary Simple Lifestyle(VSL) consumers’ needs and motives, without exploring their follow-up behavior deeply. As for VSL researches in Taiwan, there are only comments and description about VSL consumers, lacking papers which approach VSL from the view of consumer behavior. For replenishing such kind researches, this paper tries to understand the development of VSL consumer group in Taiwan, and further inquire into the correlation between VSL awareness and other external behaviors, and how VSL affects these consumer behaviors.
In this paper, VSL research is investigated by pointing at the researcher’s known people around him. Throughout the correlation analysis and regression analysis, the researcher explores the relationship among VSL and some characteristics of consumer psychology, and how this lifestyle further affects consumers’ daily behaviors and purchases in the life. Meanwhile, by comparison between consumer groups with different VSL intensities, proceeding related tests, the researcher finds out high VSL consumers’ unique demographical and behavioral characteristics.
After empirical analysis, this paper discovers that personal attitude to VSL is correlated to personal inclination of nostalgia and technology anxiety. They have positive correlation between each other. And, VSL indeed affects personal behaviors and induces changes in behaviors of green consuming, healthy food, rational purchase decisions, return to the county life, simple purchase and non-price oriented purchase. Therefore, since the consumers choose to live a life of VSL, VSL would drive these consumers to fit the principle of simplicity when consuming and making purchase decisions, and to implement green consumption, healthy food and countryside living. VSL also lead them to own a more rational decision process in purchase.
| Identifer | oai:union.ndltd.org:TW/094NTU05318096 |
| Date | January 2006 |
| Creators | Peng-Kai Chen, 陳鵬凱 |
| Contributors | 練乃華 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 84 |
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