The Research On The Influence Of Personality Traits On College Students' Internet Consumption Behavior

The rapid development of the Internet economy has made us pay more and more attention to online consumption.The special consumer group of college students has gradually become one of the current main forces of online consumption.Studying the behavior of college students'online consumption is of great significance to promoting the healthy development of the network economy and social Stable economic development has far-reaching effects;differences in consumer personality traits can bring about differences in consumer behavior,and social support as a social resource can enable consumers to perceive support,information,and value in the consumption process,thereby promoting their consumption The formation of behaviors,so studying the influence of personality traits on college students 'online consumption behaviors has fundamental significance for studying college students'online consumption behaviors.Based on a systematic review of the literature on personality traits,social support,and consumer behavior at home and abroad,this paper explores the relationship between social support,personality traits,and college students ' online consumption behaviors,and proposes social support as a moderating variable according to the theory of planned behavior A model of the influence of personality traits on college students'online consumption behavior.In this study,a questionnaire on the impact of personality traits on college students ' online consumption behavior was selected.A sample survey was conducted on college students across the country.Empirical analysis such as regression analysis and correlation analysis,through the research results,puts forward suggestions to guide college students to consume rationally and scientifically,and further improve the relevant theories of personality traits,consumer behavior and social support.The results of the study show that the differences in personality traits of college students will affect their consumption behaviors.Among them,the consumption behaviors of college students with prominent external tendencies tend to be more rational,and the consumption behaviors of college students with prominent spiritual traits tend to be irrational;when different personalities There are significant differences in the consumption behaviors of college students with traits after receiving social support.The college students with outstanding external and internal tendencies have irrational consumption behaviors after receiving social support.The college students with outstanding mental and neurotic characteristics feel that their consumption behaviors are not obvious change.There are two innovations in this research:First,add social support as a moderating variable in the study of the relationship between personality traits and consumer behavior,and explore the moderating role of social support;second,the innovation of research methods,using empirical research methods to use college students'online consumption Behavior as the main body of research,explore the differences in personality traits of this group's consumer behavior after receiving social support.