文档介绍：目录摘要调查的背景:随着网络普及,网购已经从当时雾里看花遥不可及的状态,变成了当今最火爆,最适合上班族、年轻族群购物口味的一种购物方式。网上购物已将慢慢地从一个新鲜的事物逐渐变***们日常生活的一部分,互联网思维冲击着人们的传统消费****惯和生活方式,以其特殊的优势而逐渐深入人心。大学生作为对网络最敏感的人群,他们对网上购物行为接受很快,早已经成为购物市场上的主力用户。调查目的:这次大学生网上购物调查研究目的是为了研究大学生网上购物行为及影响因素进行分析,了解当代大学生对网络购物的消费态度,正确指导大学生网上购物消费行为,以及未来对网购发展潜力的期望。调查方法与对象:我们小组以网上问卷的形式,针对大学生朋友展开调查。调查中,我们采取分层调查的方法,共投放了 101 份调查问卷,有效问卷 100 份。调查要点:为了了解大学生对网购问题的看法,以及影响大学生进行网购购买动机、购买物品特点的心理因素是什么?还有那些不愿尝试网上购物,阻碍他们的原因是什么? 不同年级的同学网上消费的主体是否有差异? 男女大学生在网上购物有什么样的区别?解决的问题:如何正确引导大学生网购? 调查研究的方法: SPSS 分析法;分类变量法; 关键词:大学生网购,分类变量,拟合度检验,独立性检验,SPSS 分析法 Abstract Investigate the background: with the popularization , online shopping has from the state when the smoke and mirrors distant into the today's most popular, the most suitable for office workers, young ethnic shopping tastes ashopping way. Online shopping has slowly from afresh things gradually e part ofpeople's daily life, thinking ofthe impact people's traditional consumption habits and way oflife, with its special advantages and has been widely accepted. College students work ofthe most sensitive crowd, they ononline shopping behavior accept quickly, already became the main user shopping market. Objective toinvestigate: the college students online shopping research objective istostudy ononline shopping behavior ofcollege students and its influencing factors were analyzed tounderstand the contemporary college students work shopping consumer attitudes, correct guidance ofCollege Students' online shopping behavior, and future development potential ofonline shopping expectations. The investigation method and object: our group toanonline questionnaire investigation for college friends. Inthe survey, wetake research onthe stratified sampling method, spent atotal of101 questionnaires, 100 valid questionnaires. Study points: inorder tounderstand the perception ofuniversity students onthe issue ofonline shopping, aswell asthe impact ofcollege students online shopping purchase motivation, purchase goods characteristics of psychol