| As a new shopping mode,online shopping has developed rapidly in recent years,and more Internet users begin to contact and use this mode.College students have become the "main force" of online shopping group.However,there are many problems in college students' online shopping behavior,especially the tendency of some college students to become addicted to online shopping,which has a great impact on learning,body and economy.However,these problems have not attracted enough attention of the society,resulting in more serious problems.From the perspective of social psychology and the relevant theories of consumption sociology,this paper makes a research on the students of a certain ethnic college,and makes an in-depth investigation of the students through the method of interview.By means of qualitative research,this paper analyzes and summarizes the types and characteristics of psychological needs of college students in colleges for nationalities,and probes into the tendency of online shopping addiction and the present situation of psychological needs of college students through questionnaire investigation.And explored the relationship between the two.Through the research on the tendency of online shopping addiction and psychological needs of college students for nationalities,the results show that:(1)College students meet various psychological needs through online shopping,including five aspects: emotional needs,autonomy needs,social needs and achievement needs,and money needs.(2)Generally speaking,college students in ethnic colleges tend to become addicted to online shopping.There were significant differences in sex,residence,specialty,mother's education level and family monthly income.The survey shows that the tendency of female students to buy online is higher than that of boys,that of students living in cities is higher than that of college students living in cities,that of liberal arts students is higher than that of college students of science and engineering;College students with high family income tend to become addicted to online shopping.However,there is no significant difference in the degree of online purchase addiction in nationality,grade,whether the only child and father's education level.(3)On the whole,the degree of psychological demand of college students online purchase is relatively high.There are significant differences in the psychological needs of the college students in gender,residence,grade,specialty,parents' education level,family monthly income and so on.The degree of psychological demand of female students is higher than that of male students;the degree of psychological demand of college students living in cities and towns is higher than that of students living in cities and rural areas;the degree of psychological demand of college students of liberal arts is higher than that of students of science and engineering.However,there is no significant difference in the psychological needs of college students in terms of national characteristics and whether they are only children.(4)There is a significant positive correlation between the tendency of online purchase addiction and the psychological demand of online purchase.The degree of psychological and emotional needs,autonomy needs,social needs and achievement needs of college students were positively correlated with online shopping addiction and its dimensions.Through the psychological demand degree of college students online shopping,we can predict the tendency of online purchase addiction significantly.Finally,based on the results of the study,this study from the perspective of students themselves,families,schools and society,proposed to guide college students reasonable online shopping behavior,in order to promote the correct use of online shopping,including self-control and self-education;Family education and parental supervision;school education and intervention therapy;social guidance and supervision and management. |
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