Research Of College Students’ Online Purchasing Behavior Based On Lifestyle

With the development of the Internet, online shopping is more and more deeply in people’s daily life. It raises a series of researches and the online purchasing behavior research is one of them. To research online purchasing behavior should focus on the crowd. With the development of electronic commerce, there are still a lot of people don’t trust or not used to Internet shopping. In order to make the study more proactive and available, we chose the college students as the research object.This study based on the theory of lifestyle. It studies the different lifestyle type of college students on the influence of online shopping behavior. At the same time, the paper introduces the concept of customer perceived value and perceived risk. Different lifestyle on college students’ perceived value and perceived risk has different effects, and their cognition of perceived value and perceived risk will affect the online shopping behavior. In a word, the research will study lifestyle how to influence online purchasing behavior through the perceived value and perceived risk.On the basis of past researches, lifestyle is divided into five dimensions including fashion sense, doctrine of the mean, perfectionism, positive enterprising and advocating freedom.online purchasing behavior is divided into buying price and purchasing frequency. Perceived value is divided into three dimensions including function value, perceived cost and image value. Perceived risk is divided into three dimensions including the risk of network business credit, e-commerce transaction and network purchasing privacy. On the basis of these theories, we create the relationship model on lifestyle, perceived value, perceived risk and online purchasing behavior. After issuing questionnaires and collecting sample data, we use structure equation model to test the hypotheses and then confirm the correlationship between the four variables. The correlationship is listed below:there is significant correlation between College students’ online purchasing behavior and part of the factors of lifestyle; there is significant correlation between college students’ lifestyle and perceived value; there is significant correlation between college students’ perceived value and their online purchasing behavior; there is significant correlation between college students’lifestyle and perceived risk; there is significant negative correlation between college students’ perceived risk and their online purchasing behavior.