影响大学生网络团购行为的因素分析-—以xx学院为例

摘  要：随着网络购物的盛行及网络技术的应用和发展，网络团购成为一种新兴的消费模式，由于大学生有丰富的知识和自由支配的生活费用，消费的自主性较高，也容易接受新鲜事物，并且占中国网民的比例最多，成为了网上团购的一个重要目标客户群。本文通过实践与理论相结合的方式，对大学网络团购的影响因素展开了以淮阴师范学院为例的实证研究，通过方便样本的结构方程分析，得出结论：商家的团购策略、个人因素和环境影响是影响大学生网络团购行为的三大主要因素。此结论将为网络团购的发展及提供理论支持。

关 键 词：大学生，网络团购，影响因素

Abstract: With the development and application of Internet technology, and the prevalence of online shopping, group purchasing has become an emerging consumption style.College students have a good command of knowledge cost of living that own a degree of autonomous consumption and strong abilities to adjust to new things.Most internet users in China are college students who have become the important target customers of group purchasing.The paper attempts to make an empirical research on influencing factors of college students about group purchasing by integrating theory with practice.Through structural equation analysis of convenience samples,the conclusion is drawn the three main factors which influence the college students about group purchasing are marketing strategy for group purchasing,personal factors and environmental  impact.The results of the research will have unique theoretical significance for the development of group purchasing. 

Keywords:college students,group purchasing ,influence factors

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