大学生网购行为的主要影响因素:交易成本还是参照群体?

Main Factors Affecting the Online Shopping Behavior of College Students: Transaction Cost or Reference Group?

基于问卷调查,文章考察了当前大学生网购的基本特征,并结合传统的消费者决策研究和当前的交易成本视角,深入探索了影响其网购行为的主要因素。我们发现,大学生总体上对于网络购物这一新兴购物模式评价较好,绝大部分学生也将其作为日常消费的主要渠道之一。在主要参照群体中,现实朋友(包括同学)对大学生的网购影响最为显著。互联网强大的信息搜索功能大大地降低了消费者的搜寻成本和信息成本,这部分交易成本的降低也有效地促进了大学生的网购行为。

based on a quantitative research in a Shanghai university,this article describes the characteristics of the online shopping of college students. Combining the traditional consumer decision-making research with the transaction cost perspective,it further explores the main factors that affect the online shopping of of college students. It finds that college students generally have good evaluation on this newly emerging shopping pattern,and most of them also use it for everyday consumption. In main reference group,friends including classmates of college students affect their online shopping most greatly. The powerful search function of internet greatly reduces the cost of searching products and information,which further promote the online shaopping of college students.