College Students’ Cognitive Style And Adjust The Orientation On Network Influence Purchasing Decisions

With the popularity of the Internet and the rapid development of e-commerce, more and more consumers choose to shop over the Internet, and college students, is now the main force in online shopping. Adjust the orientation as a new perspective of motivation theory, once received some degree of importance. Current research focuses on the everyday behavior of people, especially in consumer decision-making behavior. Creative cognitive style is introduced in this paper as a variable, cognitive style and adjust the orientation are discussed, and impact on online shopping decisions.This study done in an experimental way, Chengdu and 280 students were selected as the research object, using the embedded figures test, and the regulation orientation questionnaire, the questionnaire online shopping decision-making as a research tool. Analysis of the questionnaires on recycling, the following results were obtained:1. In the framework of active and promoting orientation and defensive orientation of individual online shopping decisions were not significant, in a negative context, for orientation and prevention-oriented online shopping decisions of individuals was significant.2. In the framework of active, field-dependent and field-independent individuals not remarkable online shopping decisions, in a negative context, field-dependent and field-independent net purchase decisions significantly between individuals.