An Empirical Research Of Factors Influencing The Online Consume Behavior Of College Students

The enterprise marketing activities more and more diverse with the development of economy, and competition is becoming increasingly intense, research for the consumer behavior of the target group has become to make effective marketing strategies.consumers’ behavior study began in the18th century in Britain, and Internet consumption has just started since the late1990s therefore, the study of Internet consumption behavior is still little, pre-existing Internet consumption behavior research focuses on the Internet consumption characteristics and ethics, mainly with theoretical researches. Internet consumption is different from the traditional consumer, E-commerce develop fast today, business model change makes the network shopping become inevitable, so Internet consumption will gradually board the academic stage, and enterprise also put high attention to it.This paper makes the study of influencing factors about the undergraduates’ network clothing consumption behavior. In this paper define the clothing include not only the pajamas, but also including generalized garment (scarves, hats, etc.). University students’ network clothing consumption behavior is that college students in the network find products, buy the product, evaluate and processn products after using, and hope to get to satisfy their needs when the products and services exhibit behavior.This paper tries to research and solve problems as follow:the influence factors of the undergraduates’ network clothing consumption behavior? What are the main factors? What kind of degree the main factors affecting the university students’ network clothing consumption behavior? what is One of the most important factor? Whether be affected by personal information (gender, age, education level, month by spending, etc.) for all variables in university students’ network clothing consumption behavior? Significant? This paper mainly use economics, sociology, statistics, consumer psychology, consumer behavior and other related discipline theory and service marketing and relationship marketing professional knowledge.Statistics analysis make use of Excel, SPSS15.0, Amos7through statistical data analysis, study this hypothesis, more rigorous scientific analysis, thus to draw valid conclusions.This study mainly innovations include:firstly, construct the consumer behavior of students’ network clothing of models. This study consumer behavior theory is consumption behavior theory and S-O-R mode (namely "stimulus-individual physiology, psychological-reaction") as the foundation, discusses the influence of university students’ network clothing consumption, through the analysis of the factors to quantitatively evaluate students’network, thus establishing the model of clothing consumption behavior, promot the development of the related research. Secondly, reveals causes of the college student on clothing consumption of network experience product. This study is experience products-clothing as the research object, previous research in related research relatively is blank. This study extently fill the gap.This paper first analyses of consumer behavior, clothing consumer behavior, network consumers’ behavior and consumer behavior of students’ network related research results, baseing on the research results by scholars for university students’ network, discusses the influence factors of clothing consumption behavior of students’ network clothing, establish the model of consumer behavior influencing factors, and put forward the research hypotheses. Conduct network and investigation, and the results are analyzed by SPSS, the data to test the hypotheses, demonstrates the author construct model. Finally, analysising comprehensivly results, finding important factors of the university students’ network clothing consumption behavior,hope that this paper can provide scientific marketing advices for related businesses and enterprises.