淮安大学生网络购买行为影响因素的实证研究
摘要: 随着电子商务的不断发展，网络购物作为一种新型的购物方式，它有着品种多样性和便捷性的优势，受到大众的喜欢。由于大学生对于新事物的接受能力比较强，同时大学生对于网络有较好的驾驭能力，作为网络使用的代表人群，很容易成为众多研究的对象。本文运用因子分析，研究出影响淮安大学生网络购买行为的因素分别为大学生自身因素、省时便捷因素、好奇心与兴趣因素、网购商品因素、网购环境因素这五个因素。本文通过对淮安大学生网络购买行为影响因素的研究，使网络商家更清楚的了解大学生的购买需求，并制定出相应的营销对策，来吸引更多的大学生，提高市场占有率，增加网络商家的收益。因此，研究淮安大学生网络购买行为的影响因素具有现实的意义。67634
毕业论文关键词：大学生，网络购买行为，影响因素，网络商家
Abstract: With the continuous development of e-commerce, online shopping is one of the new purchase ways. Because of its species persity and the advantage of its convenience, people are in favor of it. Due to college student’s ability of accepting new things is relatively strong, while the college students are good at internet .As a representative of people using the internet, college students become the research object naturally. This paper uses factor analysis. Studying on the influence of Huaian college students' online purchase behavior factors,they are the students themselves factors , timesaver and convenience factors, curiosity and interest factors, online shopping commodity factors, and online shopping environmental factors . The content of this paper is the influence factors of online purchase behavior of college students in Huaian . Through the study on the influencing factors for college students' online purchase behavior ,online businessmen can understand the college student’s demand clearly. The online businessmen can make marketing strategies appropriatly to attract more college students , increase market share and increase the sprofit of online businessmen.So,the research on college students＇online purchase behavior in Huaian has realistic meaning .
Key words: college student, online purchase behavior, influencing factor, online businessman
目 录
1 引言 3
2 文献综述 3
2.1 网络购物消费行为的相关理论阐述 3
2.2 消费者行为的相关理论阐述 4
3 研究设计 4
3.1 调查问卷的设计 4
3.2 样本的选取 5
3.3 研究方法 5
4 研究的结果与分析 5
4.1 样本数据的基本分析 5
4.2 问卷的信度和效度分析 6
4.3 因子分析及体系模型修正 7
4.4 研究结果分析 10
5 研究结论 12
5.1 寻找特别货源渠道，加强网站建设 12
5.2 实行个性化定制 12
5.3 提高网络购物终端多样化的使用率 12
5.4 提升商品的性价比，完善商品信息描述 13
5.5 营造良好的网络购物环境