Research On The Decision-making Process Of Mobile Online Shopping Of College Students Based On Network DEA Model

With the rapid spread of mobile networks and wireless networks,mobile online shopping has rapidly gained consumers' favor with its convenient,fast,high-efficient shopping experience,as a result,prompting consumers to transfer their shopping ways from the PC to the mobile.The mobile online shopping market owns great potention for development,attracting a large number of traditional enterprises to enter the mobile shopping market.These enterprises has launched their own mobile app,which has a linkage effect with PC-side shopping and offline store shopping.The rapid development of mobile online shopping has attracted the attention of more and more scholars.Research related to mobile internet shopping has gradually become a hot topic for scholars.This article takes college students as the research object,firstly combs and summarizes the research theories of mobile online shopping and consumer behavior;secondly,based on the three aspects of the mobile online shopping market transaction scale,the diversification of the shopping platform and the mobile online shopping consumption characteristics,the status quo of China's mobile online shopping is analyzed.Besides,through a questionnaire survey,mobile online shopping consumption behavior of college students' is obtained,laying the foundation for the following research on college students' choice of mobile online shopping influencing factors and decision-making process.Then,multivariate Logit model is uesd to explore the influencing factors of college students' choice of mobile online shopping.Research finds that social consumption trends,peer influence,product diversification and promotion variables have a significant impact on college students' choice of mobile online shopping.What's more,due to individual differences and external factors,the online shopping decision-making behavior of college students is ever-changing.Tthe decision-making process presents a nonlinear structure,it does not follow the order of the decision-making process in an orderly manner and there are mutual influences between any two decision-making stages.Based on this idea,through the analysis of college students' mobile online shopping decision-making path,mobile online shopping decision-making process network model is proposed and this model includes the various stages of the decision-making process and the interrelationships of each stage.Finally,based on network DEA,a mathematical model of college students' mobile online shopping decision-making process is constructed.taking clothing products as an example,the quantitative indicators of the network shopping model for mobile online shopping decision-making process is proposed.Based on the matrix network DEA model calculation results,the decision-making efficiency and inter-relationship between different decision-making stages of college students' mobile online shopping are analyzed.The research finds that not all of the decision-making stages have mutual influence,verifying the existence of interrelationships of the seven decision-making stages and rejecting the remaining 13decision-making stages.The original network model was revised to obtain a network model suitable for college students' mobile online clothing shopping decision process.