Based On The Gender Analyzing The Affecting Factors Of Cillege Online Shipping Behavior Using Comparative Analysis Method

With the rapid development of the Internet market in China today, online shopping is increasingly well known.However, It is the common concern for network marketing business that how to occupy a greater share in current market and attract more consumers. As an important online shopping group, college students have strong consumer demand, so the affecting factors of their online shopping behavior can’t be ignored.Based on the subdivision of gender, first of all, the project analyzes online shopping features and college shopping behavior, combined with the results of previous studies. Next, it builds a theoretical model reflecting difference factors of gender finally calculated using gray relational analysis theory of gray correlation degree with online shopping intentions by using the consumer shopping behavior EBM model and extracts the various factors that influence their online shopping behavior. Ultimately, by using verified questionnaires based on the collected data and with factor analysis method of the theoretical model that is corrected, comparative analysis of the importance of affecting factors, it proposes targeted marketing perspective by using4P marketing strategy. Against female students, businesses should take a variety of promotional、low-cost information、the tripartite impact induction、 intelligent web pages premise、real-time interaction to protect and enhance their online shopping wishes etc methods to stimulate their online shopping behavior. Against male students, businesses should take the safety、quality、 convenient、quick advantages as the core, and focus on the products, that have their own comparative advantage and product features, only in this way can they maintain customer loyalty. With the increasingly fierce competition of online shopping sales businesses, the project aims to provide marketing learn that stimulates target consumers online shopping effectively, and expands the influence of websites selling businesses, on the while, it could improve their market competitiveness.