Study On Influencing Factors Of College Students On-line Shopping Consumer Behavior In Hainan Province

With the development of the economy, internet and e-business, the internet shopping is changing people’s consumption patterns slowly as a new commercial model. According to the survey, the college student is the main consumer group and more and more online merchants treat them as the target consumer. For this reason, researching the influencing factors of college students’ online shopping is not only improving e-marketing theory, but also provide the theory basis for e-business website and online merchants’ marketing strategy. It has profound significance in theory and practice.Firstly, the paper reviews the development of the theory of consumer behavior dynamics. Based on a large number of literature, the paper summarize the factors influencing consumers’ online shopping, and combined with the consumption behavior of college students characteristics, addresses a theoretical system model of the influence factors on college students’ online shopping.And the model contained in the college students’ individual characteristic variables, online commodity variables, online environment variables.Secondly, based on the model, the paper put forward the hypothesis to various influence factors of college students’ online shopping and its related relationship. And through the questionnaire to collect the data, the paper can use the empirical analysis and normative analysis to statistical test of this hypothesis, and come to the conclusions:(1)College students’individual factors of professional classification, monthly living consumption pedicure, and online shopping guide are the influencing factors of college students online shopping in Hainan province;(2) commodity items in apparel, cosmetics, food, the integrity of goods information, and commodity performance, quality, personalized commodity is the influencing factors of college students’ online shopping in Hainan province;(3) the integrity of online retailers factors, online security factors, logistics service factors are the network environment factors influencing college students’ online shopping of Hainan province.Finally, based on the above research, the paper proposes some targeted marketing enlightenment and suggestions for e-commerce sites and online retailers, summarizes the research limitations and make prospect for further research.