Research On The Interactive Effects Of Web Media And Consumption Behaviors Of College & University Students

While there are more and more intersections of the development of web media and consumption behaviors of college & university students, web media will affect the consumer behaviors of college & university students on the one hand.On the other hand, Awareness and responsiveness about web media are not same in different psychologies of students who are in the face of rapid development of the Internet. The impacts of web media on different states of undergraduate student are significant different.We study these problems with empirical research. In the interaction of web media and environmental factors of consumer consumption behavior of students in colleges & universities we study it in three points.1.The relevant factors of students spending which affect by web media.2.The relevant factors of post purchase behavior which affects by web media.3.The relations of personal characteristics and impact of web media on spendingWhen we study the relationship between differences of college students' response & behavior to web media and their psychological characteristics, we analyze several problems.1.Relationships between psychological factors and authenticity of web media.2.Relationships between psychological factors and the consumer word of mouth & evaluating Information on web.3.Relationships between psychological factors and consumer behavior of judging of products on websites.So we can get some conclusions about the good qualities and shortcomings about web media in marketing. The advantages of web media in the market of college & university students are as follows:The influence of group is favorable to the influence of web media. Life styles and psychologies which like possession, proud, tangible benefits, and experiential way are favorable to the concern of products. Consumers tend to complement the information of judging of products.Entertainment is good for enhancing behaviors of judging.The disadvantages of web media are as follows:Disposable spending constrains the purchasing power of college students. The awareness of relationship-oriented college students is limited. The consumers who believe web information is very conveniently are not significantly affected by web media. The life style of fighter is to the disadvantage of comment on web media. Then we can get comments and suggestions。This research mainly follows some ideas:1.The influence of network and objective environments on spending.2.The relationship between network and objective environments.3.The relationship between environments and comments.4.The relationship between personal characters and spending.5.The relationship between psychology or lifestyle and post purchasing behavior.6.The advantages and disadvantages of web media in marketing in college & university market.In the process of empirical study, We get 215 valid questionnaires. Overall reliability is greater than 0.70 and the optimal scaling conclusions have been verified in regression analysis.