College Students' Internet Consumer Behavior, Personality Traits, Social Adaptability Relationship

With the development of the Internet, humans now has entered the information age. In this new era, the young college students who are discerning, responsing quickly, dynamic have become the front group of network consumption.this group have fast acceptance and uptake about the Internet in society. Academia now pay more and more attention on studying the network consumption behavior of college students.In this paper, questionaires are used as the method of study.The questionnaires include the adult Eysenck Personality Questionnaire(EPQ),and the Social Adaptability Scale and the Network Consumption Behavior of College Students Questionnaire.This research investigated 720 college students and explored the relationship between the Internet consumer behavior personality traits and social adaptability.After the above measures,the author used SPSS 11.5 to compute the data as well as the statistic methods of T-test,ANOVA Analyze,Correlative Analyze and Regression Analyze to indicate and support the research. In the study,we have got following findings:(1) On the whole,there is significant difference on undergraduates'network consumption behavior in terms of gender, grade, and family background. In terms of gender, the level of network consumption behavior of girls is higher than boys, in terms of grade, the level of network consumption behavior of the junior is higher than the freshman, sophomore and senior, in terms of the background, the level of network consumption behavior of students from the city is higher than the students from the town and the rural.(2) Personality characteristics has a significant correlation with consumer behavior, psychoticism is positively associated with the network information gathering, and negatively related to online transactions. Introversion and extroversion has a negative connection with information gathering and communication and expression on Internet, nervosity is negatively connected with leisure and network communication.Social adaptive capacity is positively connected with information gathering related to networks.Social adaptation ability is significantly related to three dimensions of personality traits, psychoticism and nervosity are negatively connected with social adaptive ability, and introversion and extroversion is positively connected with social adaptive ability.(3) Personality traits of college students can predict consumer behavior.College students'social adaptation ability can be of little help in predicating student's Internet consumption behavior.