Research On The Relationship Between College Students’ Consumer And The E-SHOP

With the vigorous development of the cause of China’s network shopping inrecent years, the relationship of the consumers and the online shop become mostimportant which directly affect the network shopping of health and prosperity. To453college students of Jiangxi NanChang as the main object, Through consulting a largenumber of social exchange and shopping related information, combined with depthinterviews and open questionnaire.then made college students’ consumer and webmerchants exchange relationship questionnaire which contains24item to discussesthe relationship between college students’ consumer and online businesses from thepsychological perspective of social exchange, and then make a theoretical discussionwith the status quo、characteristics、the exchange of resources、content of the formingprocess between college students consumer and online shop.Upon examination, the questionnaire internal consistency reliability is0.905, thedimensions of consistency reliability are all above0.6, reached the standard ofsurveying; Through confirmatory factor analysis was carried out on the structurevalidity of the questionnaire survey, and all the indexes accord with standard ofgeodesy, the relationship between college students’ consumer and web merchantsexchange questionnaire contains five dimensions: businesses quality、shops quality、goods quality、 behavior support and emotional support,which can explain60.955%of the total variance. This questionnaire has good reliability and validity which can beused as college students of consumer and web merchants exchange relationshipmeasuring tool. The results show that:college students’ consumer and online marketers in relationship quality in generalis good. College students’ consumer and network shop exchange relationship indifferent gender, grade, whether the one-child, monthly cost of living, family location,vary subject categories. Male students and female university students’ difference is notsignificant, but the girl slightly higher in terms of the quality of the goods with theboys, Junior in exchange of the highest quality, the freshman at second, the lowest is asophomore; Township of college students exchange of the highest quality, the secondis the city of college students, finally is rural college students; Only students and not only the exchange relationship of college students does not exist significant difference;Business social exchange quality the highest, followed by liberal arts, the worst is inscience and engineering, and the exchange of intangible factors is higher than thequality of the material quality; The quality of social exchange with college studentsincrease with the monthly cost of living.