Study On Influencing Factors Of College Students' B2C Network Consumption Behavior Based On Technology Acceptance Model

With the rapid development of China's Internet technology in the 21st century,network consumption has mushroomed and occupied a very large consumer market.The B2C e-commerce platform,as a business-to-individual network consumption model,has a large number of individual groups as the customer base,and relying on the guarantee of the quality and quality of the products,it is bound to become the most mainstream network consumption model in the future.College students who can accept new things rapidly become the mainstay of online consumption.First of all,college students as an important group of online consumers,which represent the main group of online consumer assistants in the future.Secondly,the analysis of college students' online consumption behaviors on the operation of e-commerce platform and how to regulate online consumption behavior is very important.Based on the theoretical results of the previous scholars,this paper constructs the theoretical model of this paper.At the same time,based on the research objects selected and the objectives,this paper establishes the theoretical model of network consumption research under the B2C mode of college students,and proposes relevant research hypotheses..This paper mainly studies the four external variables of the B2C e-commerce platform,the two perceptual variables of college students'network consumption and the related influences between the two emotional variables that guide the students'behavior.In this paper,the SPSS22.0 software is used to test the reliability and validity of the survey data,and then the structural equation model is established by AMOS21.0 software and the theoretical hypothesis is verified by path analysis.Through analysis and research,this paper concludes that:First,commodity factors have a very significant effect on the usefulness of college students'perception of B2C e-commerce platform;secondly,commodity factors,risk factors,environmental factors,and trust factors for college students to B2C electricity The ease of use of the business platform has a significant impact;again,the perception of the ease of use of the platform by the college students has a significant positive impact on the perceived usefulness and attitude of the platform;finally,the usefulness perception and platform of the college students The attitude has a significant impact on its behavioral intentions.According to the conclusions of this paper,it gives suggestions on how to guide college students to network consumption and enhance the market competitiveness of the platform.At the same time,it also hopes to guide and standardize the online consumer behavior of college students.