大学生网络购物满意度及其影响因素

College Students'Online Shopping and Its Influencing Factors

以大学生为研究对象,通过自编问卷调查,探讨大学生网络购物满意度及影响因素。结果显示,87.1%的大学生有网络购物经历,大学生网络购物满意度总体水平不高,先前购物满意度会影响到后续购物行为;商品质量、操作的便捷性、商家态度、商家对商品的介绍、支付机制的安全性等因素会显著影响到大学生网络购物满意度。通过提供性价比高的商品、对商品做客观公正的介绍与说明、网页设计简洁、操作简便易行、提供良好的服务、建立安全有效的网络支付机制等方式有利于提高大学生购物满意度。

College students were assessed through a questionnaire survey to explore their online shopping satisfac- tion and influencing factors. The results showed that 87. 1% of the college students have the experience of online shopping, but the overall level of the college students online shopping sattsfaotion was not high, previous shopping satisfaction would affect the subsequent shopping behavior. The quality of goods, operating convenience, the atttude of businessmen, the introduction of goods; the security of payment mechanism and other factors would signifcandy affect online - shopping satisfaction of college students. The ways by providing low - cost but high - perforanee goods, introducing and describing goods objeetively, designing impartial webpage simply, operating simply and easily, providing good service, and setting up safe and effective network payment mechanism will help to iprove shopping satisfaction of college students.