《Table 1 Correlation between consumption motivation and behavior of college students in western-styl

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《Consumption Motivation and Behavior of College Students in Western-style Fast Food Restaurants on Campus》

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Note:*，**，***denote significant difference at 10%，5%and 1%levels.

From Table 1，except the self-hedonic motivation，other five consumption motivations in western-style fast food restaurants showed a positive correlation with consumption amount.In the degree of correlation，social motivation>conformity motivation>quality-pursuing motivation>show-off motivation>self-gift giving motivation.The greater these five consumption motivation，the higher the consumption amount of college students.For college students，if they went to western-style fast food restaurants for gettogether，it would increase their consumption amount in westernstyle fast food restaurants.College students are greatly influenced by their classmates and the environment.Under the influence of the conformity motivation，they would consume more food in western-style fast food restaurants.The consumption times of college students in western-style fast food restaurants showed a significant positive correlation with the conformity motivation and self-hedonic motivation.The degree of correlation was conformity motivation>self-hedonic motivation.The stronger these two consumption motivations of college students，the more times they would go to western-style fast food restaurants.The social，conformity，self-hedonic，quality-pursuing，and self-gift giving motivations showed a significant positive correlation with the consumption period in western-style fast food restaurants.Most college students went to western-style fast food restaurants in lunch time，dinner time or other random time.Students with stronger social motivation would like to go to western-style fast food restaurants in lunch time and dinner time，while students with other motivations would like to go to western-style fast food restaurants in random time.