大学生网购行为对百度“有啊”营销策略的影响研究

摘要
   C2C：即CtoC，全称是Customer to Customer，是指消费者与消费者之间的电子商务模式。由于是个人与个人之间的交易，C2C的特点就是大众化交易。C2C在我国电子商务中的地位是不可比拟的，占有最大市场份额。
   本文主要目的是通过对大学生网络购物行为进行了解，同时分析大学生网购行为特征、影响大学生网购行为因素分析，为百度有啊这个新兴的C2C平台提供建议。
   本文采用问卷调查的方式对大学生网购行为进行调查，取得第一手的资料，同时阅读国内外相关研究成果，并对这些成果进行分析总结，从研究成果来看，大学生网购主要受价格，网购的便捷性和商品的丰富性影响，而对于大学生网购不利因素方面看，主要有不了解网购过程和对安全的犹豫。根据对影响大学生网上购物的主要因素分析得出：针对百度有啊来说笔者认为有啊应该主要从创新安全机制，防范炒作信用，帮助提高物流效率，提高大学生网购体验等几方面入手，立足大学生市场，不断创新，积蓄力量以求时机成熟获得突破。

关键字：C2C；大学生；网购行为；营销策略
Abstract
C2C: the CtoC, stands for Customer to Customer, is between the consumer and the consumer e-commerce model.As the transactions between the individual and the individual, C2C is characterized by mass transaction. C2C e-commerce position in China is incomparable, the largest market share.
   The purpose of this is through online shopping behavior of college students know, online shopping behavior of college students at the same time characteristics, influence online shopping behavior of college students factors, as Baidu you’a the new C2C platform provides recommendations.
   In this paper, questionnaire survey on online shopping behavior of college students conducted a survey to obtain first-hand information, also read the relevant research at home and abroad, and these results are summarized, the results from the research point of view, mainly by university students net purchase price, net purchase of the convenience and richness of commodities affected, and online shopping for the students to see the adverse factors, the major online shopping process and do not understand the hesitation on the security. Students under the impact of online shopping on the main factor analysis: is for Baidu you’a I think there should be mainly from the innovative safety mechanism to prevent speculation in credit to help improve logistics efficiency and improve the students online shopping experience, several aspects such as, based on Students market, continuous innovation, savings and time to maturity in order to force a breakthrough.

Keywords:C2C; College Students; online shopping behavior; Marketing Strategy

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