An Empirical Study Of College Students’ Online Shopping Behavior

With the rapid development of information technology and thenational economy, as well as the improvement of people’s livingstandards, Chinese e-commerce and online shopping market keepto prosperous. As college students play an important part in theonline shopping market, there is a need for empirical research ononline shopping behavior of college students. At the same time, youcan explore how to explain application and rationality of consumerbehavior based on the Western consumption culture theory from asociological perspective. Through a survey of specific situations ofcollege students’online shopping, problems and the causes ofonline shopping among college students can be found, which canlead a rational and healthy consumption by college students.This study firstly describes social background and topicsignificance of college students’ online shopping and makesliterature review about the relevant research results at home andabroad, and then explains the research content, research methodsand the main innovation of this paper. Secondly, the main points aredescribed in the consumer society and consumer sociology, and then students’ online shopping is analyzed from perspective of thesociology of consumption. With the analysis of the survey dataobtained, this paper describes the general situation of collegestudents’ online shopping, and explores the specific situation ofstudents who experienced the online shopping and the studentswho do not go shopping on Internet. Finally, the survey finds themain causes and problems in the behavior of online shopping amongcollege students, finally the leading strategy are got to promote therationalization of online shopping behavior of college students.