College student is a special consumer group. In different academic qualifications, college students in online community purchase occupy a large proportion, at the same time,
the willingness of college students to buy goods in online community are also stronger in those who are absent in the experience of online community purchase. Thus, to study the characteristics of buying behaviors of college students in online community plays an important role in online community literatures. Moreover, it is of great use to enterprise’s development in college students’ online market to obtain future competitive advantages. This article is contributed to study the buying behaviors of college students’ online community mainly through the two variables: price and online community security.
Key words: online community, price, security, buying behaviors, college students
Introduction
With the continuous development of the internet in recent years, more and more consumers have begun to use network to search for product information and purchase goods [1]. A number of internationally renowned e-business operators have also entered the Chinese market. In June 2003, the world’s largest online trading site eBay took over Eachnet. And in August 2004, the United States well-known e-commerce website Amazon bought out Joyo. Nowadays, online community purchase becomes the attention of issues internet industry focused [2].