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，成为了网上购物的一个重要目标客户群。
本文通过理论与实践的相结合的方式，对大学生网上购物满意度的影响因素展开了实证研究。通过方便样本的结构方程分析，得出结论：产品质量和互动性是影响大学生网购满意度的两个主要因素。我们的研究结果将为从事网络业务的企业设计顾客满意度提升策略提供理论上的支持。
关 键 词：大学生，网上购物，满意度
Abstract：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 online shopping. The paper attempts to make an empirical research on influencing factors in the degree of satisfaction of college students about online shopping by integrating theory with practice. Through structural equation analysis of convenience samples,the conclusion is drawn the two main factors which influence the degree of satisfaction of college students about online shopping are product quality and interactivity.The results of the research will have unique theoretical significance for enterprises specialized in network business in making strategies to promote customers' degree of satisfaction.
Keywords：college students, online shopping, degree of satisfaction
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