Based On The Business Characteristics Of Students Of The Campus Network On The Web Purchase Intention

With the development of E-commerce in china,the online transaction activities among students have become prosperous greatly within the intemet of campus.This paper put emphasize on the "campus online shopping market",so as to study the student consumers' intention of online shopping.By introducing the background and the characteristics of campus online transaction,we discussed the student consumers' intention of online shopping.On the basis of correlative theories,we established a model which described how the characteristics of student sellers influence the campus online shopping intention. After surveying nearly 200 experienced student customers,we obtained the necessary data of the study,and after empirical analysis we got the conclusion of this paper.This pear emphasizes three aspects as follows:(1)We discussed the main influencing factor of online shopping intention of student customers.(2)We discussed how the characteristics of student sellers(including perceived reputation of the seller,perceived size of the seller,order fulfillment,customization, seller's information quality,students' recognition)influence perceived risk and trust.(3)We discussed how the characteristics of student customers(including the experiences of online shopping,familiarity with the internet)influence perceived risk and trust.The main conclusion is showed as follows:(1)The online shopping intention of student customers is mainly influenced by "perceived risk" and "trust" within the campus intranet.(2)Perceived reputation of the seller,perceived size of the seller,order fulfillment,customization,seller's information quality,students' recognition)all have negative influences on "perceived risk"and positive influences on "trust".(3)Those that differ in "experiences of online shopping" have different feeling of trust.The conclusion of this paper has large meanings in both studying and instructing the student sellers' operation behavior and the student buyers' purchasing behavior.