The Process Research Of College Student’s Online Shopping Behavior

With the progress and development of the internet,more and more people are keen on online shopping,especially well received by young teenager who are sensitive to it.There are many scholars focus on the empirical side of the online shopping behavior,but lack of discussion on the problem,which is "how factors produce an effect on behavior".This research take the college students who participate in online shopping as the study case to detailed describe and analyze the formation and development of their shopping behavior,in order to explore the development process and logic of the online shopping behavior of college students.This research combine observation method and interview method as the research methods,the whole research spread the discuss around the core problem of how college students online shopping behavior is generated and development,as well as focus on the specific impact of different factors effect the shopping behavior of college students.This research is divided into five parts.Part one is introduction,which mainly introduce the background,the meaning of research,the selection of research objects,the main concept,the research methods and the domestic and international literature review about the online shopping.Part two is the attempt online shopping behavior of college students.this part try to analyze the major factors which generate the online shopping behavior.the result shows that social environment,mass media and peer group create significant rent to the online shopping behavior of college students. Part three is the dive of online shopping behavior.this part focus on analyzing the influence factor of re-purchase behavior.Part four is the decrease and stop behavior of online shopping.this part analyze the online shopping risk perception of college student by personal and internet factor.Part five is conclusion and reflection.This study finds that there are three kinds of specific forms in the college students online shopping behavior,which are attempt purchase,continues purchase and planned purchase.In the different development process,the different factors play a different role,and shape the different type of shopping behavior.There are lots of advantages in online shopping,so the college students want to satisfied themselves by it,but they may lost their way in it.The risk perception of online shopping can do great help in making the rational online shopping choice.The development process of college students online shopping is also the result of shaping by person,group and the social.