大学生网络购物行为的影响因素研究内 容 摘 要随着科技的发展，社会的进步，网络购物已逐渐成为一种主流的购物方式。互联网的普及和线上支付的便捷，让越来越多的消费者选择网络购物，而大学生这个乐于尝试、乐于接受新事物的年轻群体，也逐渐成为了网络购物的主要群体之一。本论文以大学生这一消费群体为研究对象，通过问卷调查，分别从购物动机因素、安全/信任因素、商品因素、服务因素这四个维度开展关于大学生网络购物行为的影响因素的研究调查。以研究和分析得到的结果为依据，给大学生提出了一些合理消费的建议，希望能够帮助大学生树立良好的、理性的消费观，即不盲目跟风消费，也避免冲动性消费。同时还对网店商家提出了提高网店信誉度的建议，希望商家能够诚信经营。关键词：大学生；网络购物行为；影响因素 IResearch On The Influencing Factors Of College Students' Online Shopping BehaviorAbstractWith the development of science and technology, social progress, online shopping has gradually become a mainstream way of shopping. With the popularity of the Internet and the convenience of online payment, more and more consumers choose online shopping, and college students, who are willing to try and accept new things, have gradually become one of the main groups of online shopping.This paper takes college students as a research object, through a questionnaire survey, to carry out research surveys on the influencing factors of college students' online shopping behaviors from four dimensions: shopping motivation factors, safety / trust factors, commodity factors, and service factors. Based on the results obtained through research and analysis, some suggestions for reasonable consumption are given to college students, hoping to help college students establish a good and rational consumption concept, that is, not blindly follow the trend of consumption, but also avoid impulsive consumption. At the same time, it also put forward suggestions to improve t...
