当代大学生“双十一”网购行为调查

Investigation on Online Shopping Behavior of Contemporary College Students on"Double Eleven"

2019年11月11日是天猫第十一个“双十一”购物狂欢节,此次购物节天猫最终以2684亿元收关,再创历史新高。每年的11月11日已经成为购物狂欢节的代名词,“双十一”购物节也成为了大学生们期待的日子,当代大学生对“双十一”的购物热情逐年攀升,因此有必要探究狂欢购物节的大学生消费动因。通过以在校大学生为对象开展网购行为调查,调查发现大学生“双十一”网购参与度高,消费能力较强,但冲动消费比较显著,消费结构不合理,缺乏理性计划消费。因此应引导大学生树立理性消费、适度消费观念。

The year 2019 is Tmall's 11th"double 11"shopping carnival,the final Tmall"double 11"with 268.4 billion yuan,a new record high.November 11 has become a synonym for shopping carnival,and the"double eleven"shopping festival has become a day that college students look forward to.The shopping enthusiasm of contemporary college students for"double eleven"is increasing year by year,so it is necessary to explore the consumption motivation of college students in the carnival shopping festival.Through the investigation of online shopping behavior of college students,it is found that college students'online shopping on"double 11"has a high degree of participation and strong consumption ability,but their impulse consumption is significant,and their consumption structure is unreasonable and they lack rational consumption planning.