An Empirical Study On The Influencing Factors Of College Students' Intention Toward Web Shopping

With the rapid development of market economy and science and technology,the shopping channels available to consumers are no longer as single as before,and the consumption behavior and consumption concept of college students have been greatly affected.In order to understand the characteristics and needs of online shopping and consumption of college students,this paper In-depth discussion of factors affecting its online shopping attitude and willingness,hope that the research results can help online merchants who target college students to better understand the online shopping behavior of target consumers,in order to develop more effective online marketing strategies and activities.Internet marketing can not only use its own products,but also break the restrictions of the region,so that all buyers at home and abroad can obtain the information of the goods at the same time,and can use the way of ordering the network,so that the seller can obtain orders from consumers everywhere and increase the source of the orders.This will not only save the merchants a large amount of marketing expenses and costs,but also save the cost of processing information through the convenience of the network,reduce the operating costs of the merchants,and enhance their competitiveness.This paper first analyzes the characteristics of college students' online shopping,reviews the research results of online shopping behaviors and purchase intentions in relevant literatures,and reviews the factors affecting consumer behavior in the network environment.It is found that the current domestic consumption concepts and consumption behaviors are not Less research,but the research content mainly focuses on the study of luxury,comparison and other phenomena in the process of college students' online shopping.The research on theattitude and willingness of college students in the online shopping process is still relatively few.This paper innovatively combines the technology acceptance model(TAM)and the innovation diffusion theory(IDT)in the mainstream theory of consumer online shopping behavior to extract various factors that affect college students' online shopping behavior,and propose an integrated TAM and IDT.A new model of two theories.Through combing the relevant theories,this paper summarizes the nine variables that affect college students' online shopping intentions: online shopping attitude,cognitive usefulness,cognitive ease of use,compatibility,cognitive trust,cognitive service quality,product offering,Information richness and storefront usability.Secondly,after the reliability and validity analysis of the questionnaire,the difference analysis is used to extract 5 variables that have significant differences in online shopping willingness from 8 different demographic variables: grade,time of online shopping,average monthly Dominate pocket money,online shopping frequency,and the number of online shopping products.Using correlation analysis and regression analysis,four significant influencing factors were selected from nine factors affecting online shopping intention: online shopping attitude,cognitive usefulness,compatibility,cognitive service quality,and regression model;from 4 cognitions the usefulness variables confirm that cognitive flexibility,compatibility,product offering,and information richness all have positive effects on cognitive usefulness and establish regression models.According to the above research,the conclusions of this paper are drawn:(1)Consumers' preference for online shopping,that is,online shopping attitude can effectively determine their online shopping willingness,which is a key factor affecting college students' online shopping willingness;(2)College students' online shopping willingness will not be because there is a significant difference in gender,average online shopping time,and average monthly online shopping amount;(3)College students' online shopping will be due to the grade level,monthly disposable pocket money,online shopping time,online shopping frequency,and online shopping products.There are significant differences between the numbers;(4)The types of products offered by the shopping site,pricing strategies,price information,productinquiries,and the ease of operation of the website all influence the cognitive usefulness of shopping attitudes.;(5)College students' online shopping attitudes are positive,the stronger the online shopping attitude,the stronger their online shopping willingness.Most students value online shopping not only for convenience but also for saving time,so they have support for online shopping attitudes.