| According to iResearch data for China online shopping market, in the year of 2014, the transactions of Chinese online shopping market reached 2.8 trillion. The youth group is the main force of online shopping, among which the college students take an important place. The college students are young consumers, what is their online bookstores mode, what are the main influencing factors of their online purchasing behavior, and whether this action is unique?This paper will take the empirical research on the influencing factors of online purchasing behavior for college students in Chongqing University city as a basis, according to theory and literature at home and abroad, combining to the actual situation of China’s online shopping, our research focus on the colledge students. We analyze the main influencing factors for the students’ intensions and behaviors of online bookstore. Then we establish a model to describe the intensions of students about online purchasing, analyze the effectiveness of this model, and then give the corresponding research results. Therefore, we are able to propose the suggestions about the marketing strategy for online bookstores.This paper will focus on the above research content, based on large quantity of literatures and experts interviews, we find out the main influencing factors of online purchasing behavior of college students, analyzing how these factors can affect the college students’ intention and behavior of online shopping, and finally making suggestions for online bookstores the effective marketing strategies which is the main purpose of this paper.In our paper, we first list the related theories systematically, such as the behaviors of the consumers, the behaviors of online shopping, the consumer behaviors of college students, the behaviors of online book shopping and so on. Then we summary the applications of Technology Acceptance Model on the online shopping and the existing relevant research results as the theoretical basis of our paper. According to the actual investigation and questionnaire survey, we obtain the seven main factors which influence the university students’ online shopping behavior, including web page layout, finding speed, service attitude, delivery time, logistics, packaging integrity, quality of books. In order to study the influence of these factors, we establish a linear regression model for the university students’ online shopping intention. This paper takes Chongqing University city as an example to empirical analysis of the factors affecting the behavior of college students’ online book shopping by utilizing SPSSl6.0 to analyze the datas which are obtained by questionnaire survey. First, a fundamental description analysis is given. Then the reliability and validity of the inspection is also done. Finally, the result of the analysis and validation related assumptions are obtained. In the last part of our paper, we show the main conclusions of this paper according to the data analysis results, and put forward the corresponding marketing suggestions for e-commerce enterprises. Finally we illustrate the limitations and shortcomings of this research, and we propose some recommendations for future research about the content and direction. |
PDF Full Text Request