天津地区大学生网上购物行为影响要素研究

A research on the factors affecting the online shopping behaviour of university students

网上购物已成为当前一种非常流行的购物方式,而大学生作为网上敏感人群,更易接受及掌握这种方式,因此对大学生网上购物行为的影响要素进行研究,对网上商家具有重要的实践指导意义.通过采用技术接受模型,对天津地区大学生进行问卷调查,并运用SPSS统计软件对大学生网上购物态度、意向及相关影响因素的关系进行了检验.研究结果表明:随着互联网的不断普及和发展,大学生网上购物行为的影响因素较5年前已经有了一定变化.

Online shopping has currently become very popular,and university students as a online sensitive crowd,are more likely to choose this way of shopping,so studying university students' online shopping behavior has practical significance for the web merchants.By the use of technology acceptance model and the SPSS statistics software,taking Tianjin area university students as respondents,the relevance of university students' online shopping attitude and intention and affecting factors was examined.The results show that,with the Internet further application and development,the affecting factors of university students online shopping prove to be different compared with 5 years ago.