影响大学生网络购物的消费心理因素的调查与分析

Investigation and Analysis on the Consumption Psychological Factors Affecting College Students Online Shopping

文章通过市场调查分别使用频数统计、列联表、logistic回归三种分析方法对影响大学生网络购物的消费心理因素进行了分析,结论是:影响或妨碍大学生网购的主要消费心理因素有6个,其中的4个因素对于大学生是否网购的影响是显著的;并给出以上分析结论对于相关企业开展网络营销的启示。

Based on the first-hand market research data, writer used three methods： frequency statistics, contingency table, logistic regression to analyze the consumption psychological factors affecting college students online shopping. The conclusion is： there are 6 major consumption psychological factors which affect or hinder the college students＇ online shopping, among which 4 factors are significant. At the end of this paper writer gave the inspiration about how the related enterprises to develop internet marketing according to the above conclusions.