大学生“双十一”期间网络购物意愿的影响因素分析

An Analysis of the influencing factors of College students Will of online Shopping during“double Eleven”

天猫"双十一"购物节是中国近年来最成功的电商节,它慢慢渗透到每个人的生活中。大学生是网络消费的主力军,因此以南京市大学生为研究对象,以"双十一"电商节为时间背景,从口碑因素、服务因素、消费成本因素、安全因素四个维度建立大学生"双十一"期间网络购物意愿的影响因素模型。利用问卷调查数据,结合结构方程模型,明确各影响因素对大学生"双十一"期间网络购物意愿的影响程度。结果表明,问卷的信度和效度均通过检验;安全因素影响程度最高,路径系数为0.89,口碑因素影响程度最低;大学生最关注个人信息安全和资金安全。最后,根据结果分析提出一些针对性的建议,以引导大学生网络消费向健康有序的方向发展。

Tmallundefineds"double Eleven "shopping festival is Chinaundefineds most successful e-commerce festival in recent years,it slowly infiltrated into everyoneundefineds life. College students are the main force of network consumption,so take Nanjing university students as the research object,take the"double Eleven"E-Commerce Festival as the time background,from the word of mouth factor,service factor,consumption cost factor,The four dimensions of security factors were used to establish the influencing factors model of college studentsundefined online shopping intention during the"double Eleven"period. Based on the questionnaire data and structural equation model,the influence of various factors on college studentsundefined online shopping will during the"double Eleven"period is clarified. The results showed that the reliability and validity of the questionnaire passed the test;the security factor had the highest influence degree,the path coefficient was 0.89,and the word-of-mouth factor had the lowest influence;the college students were most concerned about personal information security and financial security. Finally,according to the analysis of the results,some suggestions are put forward to guide college students to develop their internet consumption in a healthy and orderly way.