台灣社會環境的改變，大專院校學生的消費意識漸形顯露且自主性愈來愈高，台灣大專
生雖沒有高的收入，但可支配金錢額度高因此普遍具有相當不錯的消費能力，有鑑於此現象，
對於將市場定位在學生族群的企業主們來說可說是無限商機；不過現今青年學子喜好多變，
在其喜好的熱門商品上，市場商品競爭激烈中，該如何掌握大學生的心，相信此為企業主們
另一項感興趣的議題。因此了解新世代的消費者行為是每位企業主共同的目標，而大專院校
生是未來五到十年間的社會生產與消費的主角之一，掌握這群人的消費動機與行為是極為重
要的，它將是在這個市場行銷上不可或缺的重要資訊。
台灣社會環境的改變，大專院校學生的消費意識漸形顯露且自主性愈來愈高，台灣大專
生雖沒有高的收入，但可支配金錢額度高因此普遍具有相當不錯的消費能力，有鑑於此現象，
對於將市場定位在學生族群的企業主們來說可說是無限商機；不過現今青年學子喜好多變，
在其喜好的熱門商品上，市場商品競爭激烈中，該如何掌握大學生的心，相信此為企業主們
另一項感興趣的議題。因此了解新世代的消費者行為是每位企業主共同的目標，而大專院校
生是未來五到十年間的社會生產與消費的主角之一，掌握這群人的消費動機與行為是極為重
要的，它將是在這個市場行銷上不可或缺的重要資訊。

Due to the change of Taiwanese social environment, college students’ consumer awareness has been
gradually formed and revealed and the independence has been risen higher and higher. Although
domestic college students do not have high income, their disposable income is enough to form
pretty strong spending power. Therefore, for the business owners who target college students as
their market, it could be a good business opportunity. However, today's college students’ preferences
varied, and it is highly competitive on the market of their favorite commodity. How to grasp the
hearts of college students is the other interesting topic for enterprise owners. Understanding the
consumer behavior of the new generation is the common goal of every business owner, and college
students are the main producers and consumers in the future five to ten years. To master consumer
motivation and behavior of these people is extremely important; it will be the important information
Due to the change of Taiwanese social environment, college students’ consumer awareness has been
gradually formed and revealed and the independence has been risen higher and higher. Although
domestic college students do not have high income, their disposable income is enough to form
pretty strong spending power. Therefore, for the business owners who target college students as
their market, it could be a good business opportunity. However, today's college students’ preferences
varied, and it is highly competitive on the market of their favorite commodity. How to grasp the
hearts of college students is the other interesting topic for enterprise owners. Understanding the
consumer behavior of the new generation is the common goal of every business owner, and college
students are the main producers and consumers in the future five to ten years. To master consumer
motivation and behavior of these people is extremely important; it will be the important information
the marketing can’t live without on the market.