An Analysis On Influencing Factors Of College Students' Buying Shoes Online

With the rapid development of electronic commerce,online shopping is not only developing a new business mode,sales channels for enterprises,the most important is that e-commerce is changing people's lives silently and cultivating living habits and consumption patterns that quite different from the past.College students are the distinctive group of the customers in e-shopping,those who is sensitive to network and can quickly accept and adapt the online-shopping which is the new consumption way will become the main force in the online consumer group and will affect the consumer behavior of other groups as they graduating from school and stepping into the society.Therefore,it is of great significance to study their consumer behavior.The focus of the study are that what the influencing factors are in the process of college students' buying shoes online and which factors influence more obviously.At present,the network marketing competition of shoes has become white-hot.The homogenization of the shoe products is serious in the market,for shoes enterprises and sales merchants,overall grasping behavior and needs of consumer becomes the key of further expanding sale scale.As college students are the representative consumer group,it is of an important significance that deeply analyzing their behavior of buying shoes online and summarizing the the related influencing factors.The paper which is based on the theory of consumer's behavior refers to the relevant research literature and is based on the SOR model,it has found out the five influencing factors of college students' purchasing shoes online.The five influencing factors include product factor,internet seller factor,orientation factor,demographic characteristics and risk factor.The paper has constructed the theoretical model which describes the influencing factors of college students' buying shoes online.The paper adopts the research method of the theories argument and the substantial evidence analysis,and uses SPSS22.0 and AMOS24.0 to statistics and analysis the data.The paper comes to the conclusion that the product factor,internet seller factor,orientation factor and demographic characteristics has prominent positive effect on the intention and behavior of college students' buying shoes online and the intention has prominent positive effect on the behavior of college students' buying shoes online and the risk factor brings dramatic negative effect on the intention and behavior of college students' buying shoes online.According to the research results,the paper puts forward some scientific marketing suggestions for e-commerce sellers of shoes from product strategy,pricing strategy,promotional strategy,brand strategy,service strategy,credit strategy and communication strategy.