Research On Influencing Factors Of College Students' Network Purchase Intention Based On Perceived Value

Internet becomes an important factor of China’s economic and social development.The finding of CNNIC witnessed the growth of Internet. According to the latest released data from enquiry agencies, the turnover of group-buying platforms reached to 3.69 billion Yuan in august, rising 22.02% compared with the data in July of this year, and rising 74.97% percent compared with last year’s august.As a special group, college students are not only have a higher level of knowledge but also have a high quality. They accept new things easily, and have some money to purchase. China Internet Data Center survey found that in 2013, in the group-buying atternders though internet, the proportion of college students accounted for 27.8%, It shows that college students will become the main force of gourp-buying.Although there are many document researchs about Internet gourp-buying, but few of them study the Internet gourp-buying based on the perceived value. To study this question based on the perceived value and centre on college student is fewer. By revealing the factors of college students purchase intent, this paper can help businesses understand the characteristics of college students’ group buying, in order to better identify business opportunities and develop the right marketing strategy.Using the sociology software SPSS17 to analyze datas collected by questionnaires, it reachs the following conclusion: for the college students, perceive benefits has a positive correlation to purchase attitude and intention. Perceived risk has a negatively correlation to purchase attitude and intention. In this study, perceived benefits is divided into three variables include price concessions, emotional and social values, the perceived risk is divided into four variables include economic risk, functional risk,social risk and service risk. From the results of the regression analysis, we can see that the influence of sentimental value to purchase attitude and intention is the biggest, followed by price, but the impact of social value is the smallest. Perceived risk has a negatively correlation to purchase attitude and intention, the smaller the risk perception is, the greater the willingness to participate is. In all the dimensions of perceived risk, economic risk and service risk are the most obvious risks to college students. This requires network platforms and businesses to combine the specificity of college students, ensure the quality of the products as well as provide products and services with the students’ suitable prices.