College Students' Network Shopping Behavior Research

Online shopping as an emerging form of consumption activities in recent years in theChinese consumer market is running well. China’s consumer online shopping is no longerunfamiliar to more and more consumers begin to accept and adopt this emerging form ofshopping. The existing survey shows that college students become a major consumer of onlineshopping. The reason, on the one hand the Internet for product information, convenience, on theother hand to meet the needs of college students. Online shopping, this paper aims to research,through the use of "uses and gratifications study of college students in Shandong Province toexplore the behavior of college students online shopping, online shopping motives and onlineshopping satisfaction. In this thesis, mainly from the following six areas:First, college students online shopping at home and abroad to sort out the summary ofresearch results at home and abroad for college students online shopping is generally low, andmore for the management, marketing research areas.Second, by analyzing the emergence and development of online shopping in China, on thisbasis, analysis reveals that the emergence and development of online shopping to Internettechnology, the result of Internet users in consumer attitudes and express logistics industrytogether.Third, use a questionnaire survey, to conduct an empirical survey of college students’onlineshopping user behavior in Shandong Province. By individual students in the general and specificuse of online shopping, as well as problems encountered in the course and evaluation, the statusof college students online shopping and access to capture the overall meet.Fourth, the‘uses and gratifications’theory with college students online shopping processand influencing factors, especially the comparative information, goods, feedback and shoppingrisks.Fifth, through the‘use and gratifications’theoretical analysis individual difference andgroup characteristics, and the potential of consumer behavior buys paper mainly discusses thereasons and the future not order the purchase intention.Sixth, the online shopping as a behavior of the network media, college students duringonline shopping there are many irrational behavior. Online shopping behavior of college students’guide is a necessary condition to ensure the sound development of online shopping.In short, this thesis uses of‘use and satisfaction’theory of Shandong Province Studentsonline shopping process, influencing factors, problems, individual differences and group identity.Online shopping has been the more the more Internet users are accepted, in the process of onlineshopping is not only the material to meet the spiritual satisfaction. However, due to be perceivedand risk of online shopping and Internet users of irrational consumption, caused some problems.Combined with the problems of college students online shopping, this paper suggests solutionsand strategies to guide college students’healthy and reasonable network consumption.