University Student On-line Shopping Behavior Research

On-line shopping takes one kind of innovation the shopping way to have many superiority. The university students have the strong interest to the network transaction, the campus electronic commerce development opportunities are broader. The university student community is becoming on-line shopping gradually the main body. Based on the analysis of motivations characters of university students'shopping online, this paper studied students'acceptance to the shopping online by many solid evidences, trying to find out the main factors which influence customers's shopping intention.This article first elaborated the university student on-line expense psychology and the behavior research significance, and carried on to the related literature has combed and appraises. Second, has analyzed the Jiangxi science and technology Normal school students in on-line expense various aspects expense scale and the structure, and has analyzed each relational measurement model. Third, uses the principal components analytic method, and carries on the variance maximization orthogonal twiddle factor analysis, the extraction concerned consumer sensation on-line shopping is useful, the sensation on-line shopping is convenient, sensation on-line shopping security, shopping manner, sensation on-line shopping post-sale service convenience, sensation on-line shopping function service convenience and so on 6 factors. Fourth, to student university student on-line shopping guidance. Finally summarized this article to study the conclusion as well as the deficiency. Key words: online shopping; college students; factor analysis purchasing motivation; marking strategy...