| With the deep universalization of the Internet,online shopping has gradually become part of people's daily lives from the new things.As a new pattern of consumption,online shopping is quietly changing the economic situation which the traditional consumption act as the main pattern.By the end of last year,the number of the online shoppers in China has reached 361 million,which has increased by positive rates for several continuous years.While college students post 90 s who has online shopping experience accounted for almost half of the number of internet shopping groups.As the main online shopping force,the college students post 90 s have a higher proportion of page view,a huge amount of online shopping conversion.Appropriate online shopping not only can save time and money,but also can be a role of entertainment to some extent.,but excess amount of online shopping behavior will achieve online shopping addiction,cause extreme waste of time and money,and even get some standard of social function disorders.Shopping online offers more convenience,more kinds of commodity with lower prices and the fuller use of fragmented time than traditional consumer environment.The difference of the shopping environments inevitably leads to the difference of decision-making styles.This study explored the relationship between the university students' personality,online shopping decision-making style as well as online shopping addiction,intent to help college students analysis the effect of their personality acting in their online shopping habits,thereby they could rationally plan their own online shopping behavior.From the business point of view,this study also provides some marketing strategies for a particular kind of commodity.This study,500 college students from five universities in Harbin as the sample,Eysenck Personality Questionnaire(adult version),network shopping decision-making style scale and the questionnaire for online shopping addiction research as the tool,discussed the relationship of the undergraduates' personality,network decision-making style and shopping online shopping addiction.The results of this study are summarized as follows:1.The shopping online decision-making style and the online shopping addiction level of the students in five college from Harbin is generally high.2.The shopping online decision-making style and the online shopping addiction level of the college students on several demographic variables as gender,location,only child or notis significantly different.3.The shopping onliner decision-making style and introversion as well as neuroticism,two dimensions of personality,is a significant positive correlation;was significantly negatively correlated with the two dimensions personality traits of psychoticism and lie scale.4.Personality traits of neuroticism significantly predict college students' online shopping addiction levels;all five factors in students' shopping online decision-making style can positively predict the online shopping addiction.5.The shopping onliner decision-making style plays a mediating role between personality and online shopping addiction. |
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