Online Shopping Behavior Research Of College Students To Fashion Products

The31thChinese Internet development status report shows that by the end of2012,including the network shopping, online banking, travel booking, online payment, such as theInternet electronic commerce application still maintain a rapid development momentum.Chinese Internet users reached564million,74%of mobile Internet users,42.9%of thepeople involved in the network shopping,39.3%of people with online banking,39.1%ofpeople choose online payment, etc. Internet users attribute shows a tendency of highlyeducated, younger.College students as a special consumer groups, is the subject of online shopping. Theirneeds are diversity. They like to pursue fashion trendy brand. They depend on their parents.They are faced with the contradiction between consumption needs and consumption level.With the rapid development of e-commerce, online products are cheap, fashionable andbeautiful.These series of interest attracts the eyeball of college students. But because of thenetwork itself virtual, on-line shopping exists risk. So in the case of the benefits and risks,college students are how to choice? For Enterprise, they are how to meet the demand of thiskind of consumer groups buys?Based on the above problems, we select this specialized group of college students as theresearch object. Referring to the relevant theories of consumer behavior, we select the11variables from network factors, product factors, personal factors and environmental factors toconstruct online shopping behavior model of college students to fashion products. We useSPSS15.0to examine reliability and validity of the questionnaire analysis. First, we dodescriptive statistics to analyze population factors on the college students’ online shopping tofashion products. Second, we do the correlation analysis and regression analysis. Finally, wedraw the following conclusion: The amount and sum of the online shopping are different ingender, grade. There are positive relationships between web security, service ability, novelty,beauty, fashion involvement, reference groups, policy guarantee. Then, we provide theenterprise with marketing proposal.