2008年全球金融風暴，中華民國政府為了加速經濟復甦，首次對全民發放3,600元消費券，使國人第一次有機會領取消費券消費。由於大學生生活型態會影響其消費行為，本研究意欲探討時尚流行、精打細算、社交活動、及充實勤奮四類生活型態如何影響大學生在日常用品、3C用品、美容用品、服飾用品、文具用品、書籍等六類商品之消費行為。研究者以中華大學學生為研究對象，並回收300份有效問卷，實證結果發現時尚流行與充實勤奮兩類生活型態會影響日常用品、美容用品、服飾用品、文具用品、及書籍之消費。本研究並針對研究結果提出實務與未來研究之建議。

In 2008 global finance storm, the ROC government wanted to speed up economic recovery. Therefore the government in the first time provided 3,600 NT consumer voucher to all the people. As the life-style of university students will affect their consumption behavior. The research aims to understand whether the four kinds of life-style of students, including fashion, careful planning, social activity, and work hard, can affect their consumption behavior about daily, 3C products, beauty products, apparel products, stationery, and books. Based on the result of statistical analysis on 300 questionnaires filled in by students from Chung-Hua university, the research examines the relationships about four kinds of life-style and six products consumption behavior. The empirical results shows that fashion and work hard life-style can affect daily, beauty products, stationery, books, and apparel products consumption behavior. Based on the findings of this study, the research also provides practical suggestion and future research propose.