PAGE \* MERGEFORMAT18新媒体对大学生网购行为的影响分析【摘要】在国民经济状况发展的良好态势以及发展迅猛的网络技术的加持下，新媒体的使用比重愈来愈高，而相对的电视、广播这些传统媒体的需求越来越低。同时新媒体快速的发展势头，渗透人们的日常生活，潜移默化地影响着人们的生活。而大学生作为新媒体的主要使用群体之一和网购中的特殊群体之一，新媒体的快速的发展对于大学生有着重要的影响。另外，大学生作为网络消费者来说，是一个比较特殊的消费群体，新媒体环境下企业的营销策略的变化，如何影响大学生群体的购买行为的分析有着现实的研究意义。利用问卷调查法，通过研究模型的构建与分析，得出新媒体的影响因素对大学生网购行为存在正相关关系的结论，根据调查结论给出企业营销策略调整、新媒体发展和大学生网购行为的建议。【关键词】新媒体；网购行为；大学生PAGE \* MERGEFORMAT18Analysis on the influence of new media on college students' online shopping behavior【 Abstract 】 With the development of national economy and the rapid development of network technology, the use of new media is increasing, while the demand of traditional media such as television and radio is decreasing. Meanwhile, the rapid development momentum of new media permeates People's Daily life and exerts a subtle influence on people's life. College students are one of the main groups of new media and one of the special groups in online shopping. The rapid development of new media has an important impact on college students. In addition, as online consumers, college students are a relatively special consumer group. The analysis of how the changes in corporate marketing strategies in the new media environment affect the purchasing behavior of college students has practical research significance. Using the questionnaire survey method, through the construction and analysis of the research model, it is concluded that the influencing factors of new media have a positive correlatio...
