论文部分内容阅读
随着经济生活的飞速发展,网络购物已经成为我国消费者所热衷的一种新型消费模式。网络购物凭借其较强的实用性和经济性,被广大人民群众所接受,其中特别是在校大学生,更是网络购物中的主流群体。本文以三地区九所高校大学生为研究对象,在消费者行为理论基础之上,结合和融入技术接受模型,使用结构方程模型进行分析,通过实证研究得出影响大学生网上购物的主要因素是网络购物的商品特效、网站安全、主观规范、电商服务这四个方面,并依此对网络商家提出营销策略建议。
With the rapid development of economic life, online shopping has become a new type of consumption mode craved by consumers in our country. Online shopping by virtue of its strong practicality and economy, is accepted by the majority of the people, especially college students, it is the mainstream of online shopping groups. Based on the theory of consumer behavior, this paper combines and incorporates technology acceptance model, and uses structural equation model to analyze. The main factors that affect college students online shopping through empirical research are online shopping Product special effects, website security, subjective norms, e-commerce services in these four areas, and in accordance with the proposed online marketing strategy.