Research On Characteristic And Factors On College Students Online Shopping

There are more and more people in our country shopping online as the Internet technology advancing rapidly. The record of Internet shoppers has been renewed year after year as the online shopping system and environment become better and better. Under this circumstance, different perspectives on online shopping behaviors have been studied. University students have been the main consumers since online shopping provided huge selections of goods at lower prices with convenience and public recognition. Students have shopped in certain categories of goods on particular websites; they also have shown their preferred methods of payment and delivery. However, the mature of this online shopping style is hurdled by seller’s credibility, transaction security, product delivery, and after sale services etc.The article will focus on the main shopper—young online buyers. From the view of university students, it analyze the personal characters and the shopping trends of the students. Consulting the relevant studies conducted in our country and abroad, we try to build a model to analyze the online shopping behaviors from the perspective of university students’buying characteristics and other factors. The model will also be tested out by a census in order to benefit companies that are interested in online sales.This paper consists of6sections, section2through section6are the main component. The summaries of each section are as following:Section1:the prelude mainly introduces the background of the recent progress in this study, set of goal, the meaning theoretically and realistically.Section2:present the significant studies in our country and overseas, especially in the theory of e-commerce, the use of attitude and Technology Acceptable Model (TAM), mainly exams the recent studies in the consumer attitude toward e-commerce.Section3:the hypothesis and model of this paper is based on section2 together with the e-commerce trait of our country, using variables such as sensitive safety, online shopping, e-commerce site, and shopping environment.Section4:the design of the paper includes the sample selection, the variable determination and measurement, the structure of the survey and its distribution and collection. It also shows the statistics to test the reliability.Section5:the data analysis and conclusion, using structural equation statistics software SPSS and AM0S7to exam the reliability, to validate using the factor analysis, to fine-tune the model. The relationship among the variables is examined using structural and pathway analysis.Section6:the conclusion, suggestion and prospect, mainly concerning the discussion, explanation, and analysis of the result to bring up the suggestion for online sellers, it also set the useful scope of the paper and brings some light to the further studies.The conclusion:the designed factor model is reliable and there is a significant corresponding between the8outside variables and the3middle variables, which affect the willingness of university students that shop online. A suggestion is brought up to the sellers. The scope is set and a path for further studies is built.