大学生网络购物消费行为研究

摘  要
随着电子商务在我国的发展日益加快，足不出户就能买到自己满意的商品，网络购物既方便又实在，因此网络购物越来越受消费者的欢迎。大学生作为受网络影响最深的群体，其网络购物行为值得研究。大学生活中很大一部分的时间都是大学生自由支配的，自由支配的时间里大多数同学会选择上网，而在网上冲浪时，进行网上购物的比比皆是。现阶段大学生的消费能力虽然有限，但毕业后的他们必将主宰大众消费的趋势。网络商家必须关注大学生消费状况，把握大学生消费心理与行为特征，并为网络商家的营销策略提供依据，以推动我国电子商务的可持续发展。
通过调查大学生网络购物的习惯，以及对网络购物的态度和给出的意见，找出网络购物存在的不足，不断改进网络购物环境，从而使网络购物更易被大学生接受，起到更好的口碑效果,进而为企业带来更多利润。

关键词：网络购物  大学生  消费行为  企业盈利

Online Shopping on the Consumer Behavior of College Students

ABSTRACT
In recent years, the development of networks within the global and our ever-accelerating the popularization of network applications continues to broaden the online advertising dissemination of information, expanded living space. The universality of online shopping is also increasing the convenience of online shopping for all to see. Online shopping groups, university students are the main force of the discretionary time of a large department in the university life are college students, web surfing time spent When asked to occupy the most, while surfing the web, online shopping abound. Although the limited spending power of college students at this stage, the graduation only, they are bound to dominate the trend of mass consumption. Online retailers must focus on the Consumption of Students, the grasp of college students' consumer psychology and behavioral characteristics, the implementation of the corresponding marketing strategy can profit at the same time, long-term sustainability of survival.
    Survey college students’ online shopping habits, as well as online shopping attitudes and opinions given to identify the shortcomings of online shopping, continuously improving the online shopping environment, so that online shopping is more easily accepted by the college students, and play a better reputation actually, for the enterprise profitable.

Key Words: Online Shopping  Students  Consumer Behavior  Corporate Earnings

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