Research On The Influential Factors Of On-line Consumption Behavior Based On University Students

With the development of the network technology and the changes in people’s consumptive conception, network economy developed rapidly after it’s upsurge. In our country, the proportion of university students in netizen is high. And they have distinct characteristics. They are better educated and they can accept new things easier than others. As time goes by, university students are still the main apartment in consumption crowd of network, when these students go out of the campus and go into the society. The competition of network market is especially violent in this years. On one hand, they have competition with all kinds of entity consumption. On the other hand, the competition also existence among all kinds of consumption websites. And the competition will become more and more violent in the future. As the main consumption group of network, it’s important to seize the consumption of university students. They can also lead the choices of other groups. It is critical that grasp consumer groups of college students. So studying their consumption behaviours also has a strategical meaning.On the basis of the theory of customers’behaviours, the article summarizes research production from learners before and analyses the influence of consumption behaviours. Combines with the things which the article has researched, the article sets up the theory model of network consumption of university students, then questions the supposition. The article researches the influence that the four perceptive variables (goods, safety, conditions and service) have on the emotion attitude of university students and the influence that the two emotion attitudes (satisfaction and trust) have on the consumption behaviours of university students on the Internet. The article uses the software’spss16.0’to test the reliability and the validity of the statistical data. It uses the software’Amos20.0’to vertify the concept mode and the supposition about the article. According to the study of the article, we can get the conclusion. First, the three perceptive variables (goods,conditions and service) have significant influence on the satisfaction variables. Second, the three perceptive variables (goods, safety and service) have significant influence on the trust variables. Third, the two dimensions of university students’emotional attitude: The degree of satisfaction and the degree of trust have significant positive influence on university students’ Internet consumptive behavior. Finally on the basis of the conclusion, I want to give the suggestion to the internct operator and the government on promoting university students’network consumption. I hope that all business websites can hold the groups of university students and promote the development of research on network consumption.