Comparative Study Of Factors Affecting College Students Online Shopping Based On Product Differentiation

With the rapid development of e-commerce, online shopping has become familiar increasingly. While this new way to shop has a good momentum of development, but it is still difficult to accept it for many consumers. To solve this problem, the theory community have a lot of researches to try to find the factors, which impact on consumer online shopping intentions, thus providing the marketing suggestions for online retailers to further promote the development of e-commerce. However, due to the different properties of different types of products, consumers will consider different when they purchase these products. It is still worth thinking about if these marketing proposals have referential significance for all online retailers. Based on the previous studies, the paper classifies the product, and makes a comparative study of the importance of factors affecting the intention of college students online shopping, to find the major factors under the impact of different product categories, thus provides a targeted marketing proposal for online retailers who selling different types of products.First of all, based on the relevant theories and literatures, the paper summarizes the factors influencing online shoppers, combined with the behavioral characteristics of college students, addresses a system model of factors affecting college students online shopping, and makes a comparative analysis of the factors importance. Second, While buying standardized products and personalized products, college students are concerns of different factors, based on it, the paper analysizes the survey data, using factor analysis and gray relational analysis methods, and compares the weight of the different factors which affecting the college students to buy standardized products and personalized products, finally reaches the following conclusions:(1) When college students buy products, whether standardized products or personalized products, business delivery service is a very important factor to affecte their online shopping intentions; (2) While college students purchase standardized products on the net, the top priority is the product price, higher priority is the usefulness of the site for personalized products; (3) College students in the net purchase standardized products, the importance of three factors in descending order are:online retailers, website features, personality traits of university students, while, Students purchase personalized products online, the importance order of factors is not very strict, but basically the descending order is:personality characteristics of university students, online retailers, website features.Finally, based on the above findings, the paper proposes some targeted marketing insights and suggestions for online retailers selling standardized products and personalized products, and makes prospect for future research.