Research On The Influencing Factors Of College Students' Online Shopping Behavior And Corporate Marketing Strategies

Nowadays,online shopping has been integrated into our life.College students,as one of the main groups of online shopping,play a significant role in promoting the development of online shopping.It is particularly important to study the influencing factors of college students' online shopping behavior.This article uses the literature research method to extract six factors that have a significant impact on the online shopping behavior of college students,including web design,security/privacy,customer service,product features,promotional activities and network reputation.The statistical analysis method was used to analyze the specific influence of six factors on online shopping behavior of college students: Among the six factors,except for web design,there was no significant positive effect on customer perceived value,and the remaining five factors had significant impact on customer perceived value.Positive influence relationship;flow experience and perceived value have a significant positive relationship;safety/privacy and online store reputation have no effect on the flow experience;the other four factors have a significant positive impact on the flow experience;Flow experience and perceived value have a positive impact on impulsive buying behavior,while flow experience and perceived value have no effect on planned purchasing behavior.Based on the analysis of the research conclusions,this article puts forward some feasible marketing strategies that are suitable for today's online shopping environment and meet the psychological characteristics of consumers' shopping.