Research On Influencing Factors Of College Students' Consumption Behavior From The Perspective Of Online Shopping Atmosphere

With the rapid development of Internet economy,online shopping has become a popular shopping form accepted by modern people.With various E-commerce springing up,how to get a piece of the Internet economy is the key research direction for them.Based on the literature review,it is found that the researches on affecting network consumer behavior mainly focus on web design,logistics quality and after-sales service,etc.,lack of related research about online shopping atmosphere.As indigenous people in the Internet age,most contemporary college students' acceptance for Internet products is much higher than other age groups.To study the factors affecting college students' consumption behavior under the information age is of great help for E-commerce to develop a targeted marketing strategy.First of all,by reading related literature at home and abroad on college students' consumption behavior,network shopping atmosphere,consumer emotion perception and shopping behavior,this paper determines the shopping atmosphere ultimately affect the network shopping behavior of college students through the consumption psychological traits and emotional awareness,and the literature review is completed.Secondly,by the node analysis of Tmall Double Eleven Global Carnival in 2017,the new network shopping atmosphere division dimension is extracted.Based on the related research of consumer psychology,emotional perception and consumption behavior,this paper constructs a theoretical model of the study,and defines the variables and puts forward the hypothesis.Thirdly,the questionnaire is designed and then analyzed by reliability and validity,so as to determine the formal questionnaire and collect data.Finally,using SPSS19.0 and AMOS18.0 software,combined with the structural equation model to analyze the collected data,this paper verifies the hypothesis and finds out the mechanism of shopping atmosphere for shopping behavior.The research finds that the entertainment atmosphere,festive atmosphere and international atmosphere have become the new direction of shopping atmosphere in recent years;Network shopping atmosphere will deepen the performance of shopping psychological characteristic of college students;Network shopping atmosphere and consumption characteristics significantly positively affect emotional perception,but in varying degrees;Emotional perception is significantly positive in purchasing behavior,but in varying degrees.In accordance with the research results,the following marketing suggestions are put forward: to comprehensively create a variety of network shopping atmospheres,maintain the normal operation of "hygiene factors",and highlight "incentive factors";to constantly explore new emotional needs of consumers,including entertainment needs,holiday needs and personality needs.