A Study On The Online Shopping Behavior Of College Students Based On Lifestyle

In the last decade, online shopping as a new shopping model had a great effect on our daily life. College students is the group that can quickly accept new stuffs and spread new information, this group also has a huge number of the potential target customers of e-commerce market. Online shopping has a significant impact to college students’lifestyle, behavior and value. This paper target college students as the study object, analyze college students’behaviors in online shopping, discuss the differences of online shopping behaviors among students with different lifestyles, and provide important references for the personalized services and business decisions aim to college students.The objective of this study is to explore the relationship among college students’different lifestyles, characteristic variables and online shopping behaviors. First of all, by analyzing the background and the significance of the study, main contents can be raised to indicate the methods used in the study and the innovation points of the study. The theoretical basis of this study is based on the summary of the references related to the definition and classification of online shopping, the factors that influence online shopping, the consumer psychology of Chinese college students, the online shopping behaviors of college students, the definition of lifestyle, and the measurement of lifestyle. According to the theoretical basis, come up with the study model, study assumptions. Surveys have been designed to collect the data of college students’characteristic variables, lifestyles, and online shopping behaviors. Secondary, based on the factorial analysis of college students’lifestyle, six factors of students’lifestyle have been brought up:the impulsion of fashion, realistic and solid lifestyle, self-personality, rational consumption, positive attitude of life and social communication. By using the cluster analysis, college students can be divided into three different groups based on different lifestyles:fashionable and casual students, reasonable and steady students, positive and confident students. Then by using the T-test of the independent sample and the single factor ANOVA, examine whether there have significant differences of online shopping behaviors among different college students with different characters. On the basis of the divisions of college students’ lifestyles, examine the variances of online shopping behaviors among students with different lifestyles by using the method of cross table and Chi-square test. As a conclusion of the study, come up with different specific marketing strategies for college student groups with different lifestyles:to aim at the fashionable and casual students, e-marketing business should focus to release products which are fashion, popular, have good taste and high recreational value. For reasonable and steady students, e-marketing business should pay attention to the reputation and the safety of online shopping. For positive and confident students, e-marketing business should have the awareness of developing diversity products with specific features.