A Study On Information Behavior Of College Students’Purchase Decision

With the popularity of the Internet and the rapid development of e-commerce, more and more consumers shopping on the Internet. The end of2012, China’s online shopping users reached2.42million people. With the expansion of the scale of shoppers, shopping sites shopping information passed increasingly large, the network consumers how to choose the face of a huge shopping information is particularly important. However, in the fierce competition in the online shops, more and more businesses by the competitive transformation of the commodity to commodity information service competition. Led to a decline in consumer satisfaction due to improved commodity information contained in the e-commerce site, evaluate information, and service information is not given enough attention thus affecting consumers’purchasing decisions. The one hand, to need shopping site offers consumer satisfaction information, on the other hand need to promote e-commerce site to provide more in line with consumer goods and services to the consumer’s perspective. In this paper, the government has formulated policies and norms of online shopping decisions for reference, on the other hand has some similarities and reference in the enterprise administration and government administration, and thus for the government to better understand the network economy, development green lay a better foundation for the network economy, adding more vitality and momentum for the market economy. Therefore, the practical background conditions necessary to study consumer purchase decision behavior starting from the consumer body.An Empirical Study of the domestic network consumer purchase decision behavior is relatively small:many will purchase decision-making and behavior both in isolation to study. In theory, this study will be combined to study the network consumers purchase decision theory and information behavior theory, make up for the lack of theoretical achievements network consumer purchasing decisions, and further enriched the theory of network marketing. Mining consumer information for online shoppers to purchase affect the relationship between the decision-making from the the practical significance point of view, to the improvement of shopping sites and businesses in the commodity information and services, to provide consumers with more satisfaction, quality and effective products to achieve mutual benefit and win-win results.The main content of the study:the college students shopping information search behavior, information browsing behavior, the information interaction behavior and perceived risk, perceived value and willingness to buy the six latent variable model, the questionnaire issued by college students,collected414valid questionnaires were application SPSS19.0and AMOS7.0statistical analysis software for data analysis, and the results show good reliability and validity of each latent variable scale model established to collect data after correction and other steps to show that the model fit goodness-of-fit to meet the standard requirements.The main work and conclusions are:1. The preparation of a "network consumer purchase decisions behavior formal questionnaire", the questionnaire included19questions. The questionnaire on online consumers purchasing behavior of decision-making and information played a guiding role, and further enriched the theory of network marketing.2. Study shows that impact the behavior of a college students purchasing decisions, there are three shopping information search behavior, the interactive behavior of the browsing behavior of shopping information, shopping information. The research basis for the business and shopping site provides access to information consumers shopping in these three areas to improve customer satisfaction, to improve the total amount of the commodity trading.3. Study shows varying degrees of impact college students purchase decisions in the model network behavior three dimensions on consumers’purchasing decisions. Search behavior of consumers shopping information, shopping information browsing behavior and shopping information interaction behavior of perceived value and purchase intention significantly positive correlation information browsing behavior of consumers shopping significant positive correlation of perceived risk, shopping information through data analysis search behavior and shopping information interaction behavior does not have a significant impact on the perceived risk.4. Study shows that the three factors of influence college students purchase decisions in the model network, consumers perceive the value of the purchase intention significantly positively related to affect consumers’perception of risk significant negative correlation effects on the willingness to buy, which consumers perceive risk perceived value significantly negative correlation effect.5. The present study revealed a network of college students behavior in purchase decisions, which perceived value and perceived risk play an intermediary role between consumer information behavior and purchase intention. Focus on improving online shopping consumers perceived value, reducing consumers’perceived risk thereby increasing purchase intentions and efforts.Finally, in this study, conclusions drawn on the basis of an enhanced college students shopping information searching, browsing and interaction behavior, help to improve college students’shopping behavior, and enhance the shopping satisfaction. College students shopping in the network information literacy improvements have been made, and help to improve college students’online shopping loyalty.