Study On The Internet Consumption Habit For College Students

In recent years, online shopping rapidly developed with the development of the information technology. In the millions of online shopping people, the college students are the very important and special group. According to the research of this paper, the college students are very different with other group of people on the consumption mind and behavior, and the online shopping facts approve it.When I write this paper, I investigate the college students’ internet online consumption habit. According to the investigation, I find the college students of C hina have their special habit on the consumption structure and consumption behavior. For the college students’ internet consumption structure, male college students consume about 70% of their money on the “happy” products and service, but for female college students they consume more than 40% of the money on the “beauty” related products and service. And for the consumption behavior, the college students of China have their special habit, too. They use mortgage to pay the expensive products, use third-party payment instruments to pay normal products, but use COD to pay fast consumption products. And for the shopping website, they use B2 C online shopping website mostly, but hardly use WeChat and other online shopping website.I use consumption behavior model from BF Fo gg to analyse the college students’ internet consumption habit to find how their internet consumption habit was formed. Including how their internet consumption structure was formed and how their internet consumption behavior was formed. At last I compare the enterprise’s current marketing strategy with the college students’ internet consumption habit, just to find the conflict between the enterprise and the college students, then I give some suggestions to the enterprise for how to avoid the conflict.