Research On The Network Consumption Behavior Of College Students’ Clothing In Jiangxi Province

With the rapid development of e-commerce and the improvement of logistics system,more and more people meet their various kinds of needs through online shopping.As a new way of consumption,network consumption brings great convenience to college students’ daily life,but also brings great impact on college students’ consumption concept.The negative effect is undeniable with all kinds of new trends of thought and consumption attacking college students.Nowadays,college students are the main force of internet consumption.College students spend a large proportion of their money on internet consumption.The psychological development of college students is not yet mature,and they are tempted by various kinds of online consumption advertisements.In college students,there are many bad consumption behaviors,such as excessive ahead,showing off and competing,and blindly following the trend.According to the survey,college students spend a large proportion of their money on internet consumption and their psychology of comparison is a serious problem.In the case of insufficient funds from families,some college students even borrow money through online.How to guide college students to set up a reasonable and scientific consumption concept is a major problem that our society needs to face.Through questionnaire survey,this paper aims to know the characteristics of contemporary college students’ online consumption behavior,analyze the main factors affecting college students’ online consumption behavior and finally puts forward some countermeasures for college students’ rational consumption.Firstly,this paper summarizes the concepts and theories of consumer behavior and online consumer behavior.Secondly,through consulting the relevant literature of college students’ online consumption behavior and clothing consumption,and with the help of a questionnaire website that is called “Wenjuanxing”,a questionnaire was developed.Taking the undergraduates of five universities in Jiangxi Province as the subjects of investigation,this paper investigates the attitudes,demands and motivations of undergraduates in online clothing shopping.This paper analyses the current situation,characteristics and main problems of college students’ online consumption behavior.Thirdly,through statistical analysis,this paper describes the current consumption psychological characteristics of college students’ online clothing in Jiangxi Province and in view of the problems arising in college students’ online consumption puts forward how to scientifically guide college students in Jiangxi Province to establish a correct and reasonable concept of online consumption from the social,government,university and family levels.Finally,it is the conclusion and prospect of this paper.