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摘要随着互联网、移动终端、网上银行信用支付和现代物流业的发展，网络购物近年来呈显出前所未有的快速发展趋势。网络购物的诸多便利使得网购逐渐成为消费的一种主要消费模式，它改变着人们传统的消费方式和消费理念，影响着现代消费模式格局和社会各个阶层。
大学生是社会生活中一个特殊的消费群体，因其自身的一些特性，使得他们在网络购物中扮演着越来越重要的角色。而女大学生作为其中的一类，与男大学生有着大不同的消费心理和消费行为以及消费观念。本文拟以在校女大学生网购化妆品影响因素的3个维度，女大学生自身因素、卖家因素以及第三方物流因素进行研究，之后对3个维度进行细分研究，发放调查问卷，根据问卷调查统计数据，运用数据分析法和比例分析法。得出生活费、个人购买化妆品偏好、品牌、产品质量、卖家信誉、售后服务、物流因素对影响在校女大学生网购化妆品的比较大。以此对化妆品电商企业提出建议，制定相应对策，完善电商企业的不足，促进电子商务市场和网购信用支付体系发展。58240
毕业论文关键字：女大学生；影响因素；化妆品；网络购物
Abstract：With the rapid development of the Internet and mobile terminals, Internet banking credit and modern logistics industry, online shopping in recent years show a trend of rapid development of unprecedented. A lot of convenience of online shopping makes online shopping has become a major consumer consumption patterns, it has changed people's traditional consumption mode and consumption concept, consumption patterns affect the modern pattern and all sectors of society.
College students as a special consumer groups in social life, because of some of its own characteristics, so that they play a more and more important role in the network shopping. But as a kind of female college students, has a different consumer psychology and consumer behavior and consumption idea and male college students. This paper intends to female college students online shopping cosmetics 3 dimensions affect factors, study of female college students own factors, the seller and third party logistics factors, after the segmentation of the 3 dimensions, the issuance of questionnaires, according to the survey data, the use of data analysis and ratio analysis method. The cost of living, the inpidual purchase of cosmetics, brand preference, product quality, the credibility of the seller, after-sales service, logistics and influence factors of female college students online shopping cosmetics is relatively large. In order to put forward suggestions on cosmetics electricity supplier, formulate corresponding measures, improve the business enterprise, promote e-commerce and online shopping market credit system development.
Keywords: female college students; influencing factors; cosmetics; online shopping
目录
1绪论 4
1.1 研究背景和意义 4
1.1.1研究背景 4
1.1.2研究意义 5
1.2研究内容 5
1.3研究方法 5
1.4技术路线 6
1.5本文创新点 7
2文献综述 7
2.1网络购物影响因素相关研究综述 7
2.2女性网购化妆品的影响因素研究综述 8
2.3现有研究存在的问题 8
3在校女大学生网购化妆品影响因素分析与假设