大学生网络消费心理及其影响因素的实证研究

Empirical Research On College Students'online ConsumptionPsychology And Its Influencing Factors

以“00后”大学生网络消费心理为对象,采用理论与调查实证相结合的方法,通过问卷调查的方式收集数据,并运用SPSS 25.0版本统计软件对数据进行分析处理从而构建“00后”大学生网络消费心理影响因素模型。实证结果表明:感知有用性、社交需求性、商品因素、个体经济因素与“00后”大学生的网购金钱支出呈正相关关系,感知风险性、时间因素、消费理智性与“00后”大学生的网购金钱支出呈负相关关系。将大学生网络金钱和时间支出调查研究结果与其生活融合在一起,针对“00后”大学生的消费心理提出针对性的建议。

This article takes"post-00"college students'online consumer psychology as the subject.It uses a combination of theory and survey evidence to collect data through questionnaires and uses SPSS 25.0 The version of statistical analysis software performs data mining,prediction,analysis and processing,and builds models of influencing factors of post-00 college students'online consumption psychology.The empirical results show that:perceived usefulness,social demand,commodity factors,individual economic factors are positively correlated with post-00 college students'online shopping money expenditures,perceived risk,time factors,consumer rationality,and post-00 college students'online shopping money expenditures are negative relationship.This article combines the research results of college students'online money and time expenditure with their lives,and puts forward constructive and motivating opinions on post-00 college students'consumer psychology.