当代大学生网购心理与行为研究——以青岛市三所高校为例

A study on Psychology and Behavior of Online Shopping for Contemporary College Students——Taking Three Universities in Qingdao as an Example

大学生作为网购市场的主力军,一定程度地影响着网购企业的发展,因此本研究通过调查山东青岛地区三所综合性大学共644名大学生,得出以下结论:(1)大学生网购从众心理和冲动消费体现在性别差异上;(2)网购态度一定程度上会影响着网购次数和消费卷入程度;(3)网购商家的"回头客"大多数属于内倾型性格的大学生;(4)大学生所测试的演绎推理能力题的正确数目与网购次数成相关关系。

as the main force of the online shopping market,college students influence the development of online shopping enterprises to some extent.Therefore,this study investigated 644 college students from three comprehensive universities in Qingdao,Shandong province.The following conclusions are drawn:(1)College students'online shopping mentality and impulsive consumption are reflected in the gender difference;(2)The attitude of online shopping will affect the number of online shopping and the degree of consumer involvement to some extent;(3)Most of the"repeat customers"of online shopping merchants belong to the introverted personality;(4)The correct number of deductive reasoning ability questions tested by college students is related to the number of online purchases.