. . 题 目: 大学生网上购物影响因素实证研究
院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称：
.
. 摘 要 随着网民的数量及其花在互联网上的时间的不断增加，网络购物这种购物方式也逐渐兴起。但就我国而言，网络消费群体尚不成熟，消费群体较少，主要以年轻人为主，而大学生又是其中的主力军，所以研究影响大学生网上购物因素，并根据研究结果制定网上购物方式推广措施对电子商务的发展有积极意义。 本文基于国内外对网络购物影响因素的的研究成果，主要对大学生网络购物影响因素进行研究。文章首先结合目前大学生网络购物的实际情况，根据现有文献的研究，提出了影响大学生网上购物的主要因素。最后，在本文的理论框架下,开展了相关实证研究。 通过研究得出以下结论：（1）商品价格以及网络购物带来的便利对学生影响最大。（2）网络销售商品质量参差不齐,商品质量满意度不高。（3）网络交易诚信度有待提高。
关键词：网上购物、消费者行为、影响因素 .
. Title An Empirical Study of the factors impact College Students
Online Shopping Abstract Online shopping becomes popular along with increasing number of internet users and time they spent on the Internet. But in China, network consumption group is not mature. The number of network consumers is small, and most of them are young people, especially college students. Studying the factors which impact college students network shopping, and designing measure to spread the online shopping has a positive meaning for developing of E-commerce. This paper mainly researches the factors which influence college students’ network shopping basing on the domestic and foreign research results about the factors which influence network shopping. First, according to the actual situation of college students’ network shopping and the study of existing literature, the paper summarizes and proposes the main factors influencing college students’ network shopping. Finally, it does empirical study under the theoretical framework. Finally, through the study, it can be concluded that: (1) Preferential prices and the convenience of online shopping impact college students’ network shopping most. (2) The quality of online goods is uneven, the quality satisfaction of online goods is not high enough. （3）The credibility of network transaction needs to improve.
Key words: Online shopping Consumer behavior Influencing factors
.
. 目 次 1 引言.......................................................................................................................... 1 1.1 选题背景 ............................................................................................................... 1 1.2 研究目的和意义 ................................................................................................... 1 1.3 文献综述 ............................................................................................................... 2 1.4 研究内容和方法 ................................................................................................... 4 2 网上购物相关理论概述............................................................................................ 4 2.1 网上购物概述 ......................................................................................................... 4 2.2网络消费者特征...................................................................................................... 6 2.3网上购物影响因素.................................................................................................. 8 3 实证研究.................................................................................................................... 9 3.1 研究内容 ................................................................................................................. 9 3.2 研究方案设计 ......................................................................................................... 9 3.3 研究成果 ............................................................................................................... 10 4 调研结论讨论、建议与研究不足.......................................................................... 19 4.1 调研结论讨论 ....................................................................................................... 19 4.2 对网络销售商的建议 ........................................................................................... 20 4.3 本研究的不足 ....................................................................................................... 21 结 论.......................................................................................................................... 22 致 谢.......................................................................................................................... 23 参考文献...................................................................................................................... 24 附录 Ａ 调查问卷.................................................................................................... 26