Academic Journal of Business & Management, 2025, 7(4); doi: 10.25236/AJBM.2025.070419.
Xiaojing Wang1, Jin Yang2, Bo An3
1Basic Department, Xi'an Siyuan University, Xi'an, Shaanxi, China
2College of Culture and Business, Xi'an Siyuan University, Xi'an, Shaanxi, China
3Institute of Technology, Xi'an Siyuan University, Xi'an, Shaanxi, China
Under the background of economic development and changes in consumption concepts, students, as a special consumer group, pay much attention to their FMCG purchasing behavior. Based on the theory of planned behavior, a questionnaire was designed to sample 1379 students in some schools in Shaanxi Province. Based on the core elements of TPB, the five-point Likert scale was used to quantify students' agreement degree, and the reliability and validity analysis showed that the questionnaire was reliable and effective. The research shows that behavioral attitude, subjective norms, perceived behavioral control and post-purchase behavior have significant positive effects on students' purchasing behavior, among which subjective norms have the greatest impact. In terms of personal characteristics, income level and region have a significant driving effect on purchasing behavior, high-income groups consume frequently, and coastal and inland areas have different preferences; Age and education level followed, 18-24 years old group and bachelor's degree or above have their own consumption characteristics. In addition, family members, friends, colleagues, stars, and Internet celebrities have significant but different effects on students' purchasing behavior. Based on this, it is suggested that enterprises should pay attention to consumers' social environment and group norms when formulating market strategies, enhance their purchasing confidence and sense of control, and strengthen the positive impact of brand attitude and post-purchase services. At the same time, implement the "three-dimensional adaptation" strategy, build a three-dimensional marketing network, balance social communication and rational consumption decisions, in order to enhance market competitiveness, meet the diversified consumer demand of students, and promote the development of FMCG industry.
fast-moving consumer goods; purchase behavior; theory of planned behavior; optimal scale regression
Xiaojing Wang, Jin Yang, Bo An. Decoding Students' Purchase Logic of Fast-Moving Consumer Goods Based on TPB. Academic Journal of Business & Management (2025), Vol. 7, Issue 4: 156-164. https://doi.org/10.25236/AJBM.2025.070419.
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