The Impact Of Online Communication On The Consumption Decision-making Of College Students Of Different Genders

This study focuses on gender differences in the influence of online communication on e-commerce purchase decision strategies.From the evolutionary theories,socio-culture theories and selectivity hypothesis,we deduce a new theoretical model based on three foundational theories and TAM model to build our study.And then we design a 2*2 mixed factorial experiment to test the influence of online communication in cases with and without online communication.This involves analyzing screen-recording data to check the effect of shopping behavior initiation,and using questionnaire research to test differences in the user experience before and after such communication.From the experiment,we come to the two group of data,one subject data which is from screen-recording,and another one is object data which is from questionnaire.Finally,we concluded that the influence of online communication differs between men and women,and the influence is largely positive to both males and females.