文档介绍：
大学生网络购物行为影响因素研究
尚云婷,王颂**
(北京邮电大学经济管理学院)
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摘要:在互联网背景下,网络购物这种新的购物渠道发展迅速。大学生这一具有鲜明特点的
人群已成为网上购物的主要力量,对大学生消费者网络购物行为影响因素的研究,是网络营
销理论的有机组成部分,也是电子商务和网络营销实践的重要基础,具有理论和实践的深远
意义。本文在消费者行为相关理论的基础上,通过阅读研究网上购物的相关文献,就大学生
消费行为进行分析总结。基于技术接受理论模型,进一步建立大学生消费者网上购物态度、
意向、行为模型。通过问卷调查收集数据,利用软件 SPSS 软件对调查结果进行统计分析,
探讨影响大学生对网上购物行为的具体因素。从而找到促进电子商务企业和网络购物行业发
展的有效途径,对大学生消费者、商家及相关部门提出合理建议。
关键词:企业管理;网络购物;大学生消费行为;技术接受理论
中图分类号:C93
Research Factors Affecting Universities Online Shopping
Behavior
Shang Yunting, Wang Song
(School of Economics and Management ,Beijing University of Posts and
munications,100876)
Abstract: In the context of the , Consumers show more and more attention and interest for
online shopping which is a new shopping channel. Universities which have so distinct characteristics of
the population have e a major force in online shopping, and is the most active groups in the
population, is the development of space with the largest potential market for online shopping. Based on
the related Consumer Behavior Theory, the article analysis and summarizes the consumer behavior of
universities by the method that is Reading and studying the literature about online shopping. Based on
the technology acceptance model, it further establishes the attitude, intention and behavior model of
undergraduate consumers. Through a questionnaire survey to collect