Proper

Abstract

With the wide penetration of smartphone, people of all age groups and generations face the era of smartphone. In the circumstance, a smartphone device is an essential valuable. However, it includes not only positive factors for consumers, but negative factors like impulse buying. Therefore, this study aims to find consumption habits on the basis of smartphone, to analyze the influential power of mobile consumption, and thereby to investigate how it influences university students' consumption habits. These days, university students experience youth unemployment, the lack of jobs, and the abandonment of economy. This study tries to help university students to understand the concept of economy and provide a fundamental material which helps to come up with a plan for the future generation, national economy, and the recovery of consumers' economic sovereignty. The study subjects were 100 students in two universities. They participated in a questionnaire survey, and 20 of them as a focus group had interviews. According to the focus group interview analysis, advertisements were found to highly induce their impulse buying while their mobile shopping, and it was necessary to provide the education of consumption habits for female university students in order to prevent their mobile impulse buying. Therefore, it will be necessary to develop a consumption culture project for university students, contents for mobile consumption education, and customized service for female students in a convergence way.