Research On The Influencing Factors Of College Students’ Online Purchase Intention

With the substantial improvement in the quality of life of the people,consumers’shopping methods are no longer limited to traditional models,which have had a great impact on the consumption concepts and behaviors of college students.As the main group of online shopping,college students,one of the online shopping groups,play an important role in accepting and promoting online shopping.Online marketing can not only break through the constraints of products on itself,but also e-commerce companies can use online ordering methods to increase global orders.As a result,e-commerce can reduce a lot of marketing costs.This article uses college students as the research object to understand the characteristics and needs of college students’ online shopping,and to study the factors that affect college students’ online purchase intentions.This helps e-commerce companies formulate appropriate marketing strategies for target consumers.In this article,we first sort out the research literature on purchase intention and its influencing factors,and then briefly describe the online shopping behavior of consumers.Combining the main models of consumer online shopping behavior,namely,the Technology Acceptance Model(TAM)and Innovation Diffusion Theory(IDT),put forward the influencing factors of college students’ purchase intention,and sort out related theories to determine the online purchase of college students The four variables of willingness influence factors are:perceived usefulness,perceived ease of use,perceived service quality,and perceived information quality.First,analyze different demographic characteristics,then analyze the results of online shopping experience of college students,then analyze the correlation between online purchase intention and its influencing factors,and finally conduct multiple regression analysis on the influencing factors of online purchase intention.The results show that:There are significant differences in gender,grade,professional subjects,shopping age,shopping time,and shopping frequency of college students,but there are no significant differences in purchase intentions in terms of geographic distribution;perceived usefulness,perceived ease of use,and perceived Service quality,perceived information quality,and online shopping intentions all have a high positive correlation;perceived usefulness,perceived ease of use,perceived service quality,and perceived information quality all have a positive and significant impact on online shopping intentions.Therefore,the following suggestions are put forward to e-commerce companies:establish detailed and reasonable pricing rules,simplify the entire shopping process,optimize and improve their own services according to the shopping needs and expectations of college students,and provide them with matching products according to the actual personalized needs of college students.And service information.