A Study On Internet Consumption Behavior Of Shanghai Youth Groups

Consumer behavior research has always been the focus of attention of scholars,but also an important issue in the lifeblood of the business.With the rapid development of network and e-commerce,consumer behavior has undergone great changes,and continues to change.E-commerce to break the traditional consumption restrictions,to provide consumers with a broader space and resources.Consumer network consumption behavior compared with the traditional consumer environment,with more complex and changing characteristics,in the enterprise management practice,but also need to change according to consumer behavior to carry out business management and business development.China's e-commerce development and abroad is lagging behind,the study of online consumer behavior is not a rule to follow.China's consumer market is in the process of transfer from traditional consumption to network consumption,and gradually matures.In the context of the rapid development of the network consumption,taking the Shanghai youth groups as an example,combined with the network consumption model,explore the driving factors of network consumption behavior,through different age groups and different regions.The horizontal comparison,on the basis of the original theory,is empirical research.Based on the existing theory of consumer behavior,this paper provides a systematic and systematic analysis of the young consumer groups in Shanghai.At the same time,it provides some methods and new research angles for the research on the network consumption behavior of the young people in Shanghai.This study gives the theoretical guidance and suggestions on how to carry out reasonable self-management and establish the correct values for the group,and provide the basis for accurately grasping the future development trend of the network market.This article through the literature research method,questionnaire survey method and decision model construction method,explore the impact of Shanghai youth groups of different ages and different occupation background,such as different types of network consumer behavior factors,mechanism of action and specific inquiry,online consumer purchase decision behavior.On the basis of the above,the reliability and validity of the questionnaire were verified by statistical analysis of the collected questionnaire using SPSS statistical software.Using the structural equation model analysis method,the influencing factors were obtained for the consumption of Shanghai youth groups.The degree of influence of the changes and the relative importance of various factors,and sorted.According to the impact of factors that affecting the decision-making mechanism and the process of online consumer behavior in the process of rationalization of the recommendations and countermeasures to the future of the healthy development of e-commerce to contribute to the consumer's view of the concept of consumption and healthy consumption to a certain role in promoting.On the basis of this to promote rational consumption,optimize the network consumption environment,the formation of a healthy network of consumer culture.