The Research Of College Students' Online Shopping Consume Tendency Based On UTAUT Model

With the popularity of network and the rapid development of e-commerce,online shopping is being more and more acceptable , has become the most popular and pursuit style for young family. online shopping market will rapidly develop in the next few years.The rapid development of online shopping market provide abroad market and much developing space for e-commerce companies and online retailers in china, at the same time it also brings greater challenges!Based on the research of theory and experiment of national and foreign scholars, this paper finds out the factors which affect college students choose online shopping. First of all, paper analyzes the situation of online shopping consumer research and UTAUT model, and then based on UTAUT model, combining the previous studies, summarizes factors affecting consumer's online shopping behavior, putting college students as research object, establishes online shopping consumer behavior model and proposes hypotheses, designs appropriate scale for empirical investigation, Finally, using SPSS statistical software tests the adaptability of UTAUT model in the field of online shopping and the correctness of research hypotheses, find the factors which have a significant effect on online shopping consume tendency of college students, in order to make constructive comments for the companies'network marketing.The results show that: the main factors of college students'online shopping consumer tendency obtained by principal component analysis are perceived usefulness,contributed conditions,social factors,perceived ease of use,shopping pleasure and suitability of work. Students of different gender in the social factors and shopping pleasure have significant differences; there are significant differences on perceived usefulness, social factors, shopping pleasure and consumer behavior tendencies for different online shopping frequency; there are significant differences on the consume tendency for different monthly disposable income. There is a significant positive correlation between perceived usefulness,contributed conditions,social factors,perceived ease of use,suitability of work and consume tendency. Perceived usefulness,contributed conditions,social factors,perceived ease of use and shopping pleasure have a significant predictive ability to consumer shopping behavior tendency, and perceived usefulness and contributed conditions forecast consume tendency on the strongest.