大学生网购冲动行为影响因素研究

Research on the Factors Affecting the Impulse Behavior during University Students' Net Shopping

本文通过问卷调查,获得了大学生网购三大影响因素(网络购物特点、商品因素、个人情感因素)的数据信息,利用层次分析法、Logistic回归模型、方差分析等方法结合所调查样本特征变量对大学生网购冲动行为的影响因素进行研究。结论表明,商品因素及浏览网络时间会显著影响大学生网购冲动行为。

This paper used analytic hierarchy process, logistic model and analysis of variance analyzing three main effect factors （the natures of net shopping, goods factor, and personal emotional factor） data, obtained by questionnaire survey. The conclusion showed that goods factor and browsing time were significant in promoting university students＇ compulsive buying during net shopping.