大学生网上购物意向影响因素的实证研究

文章以当前在校大学生作为调查对象设计调查问卷,以问卷调查所获得的数据为依据,运用SPSS统计软件对大学生网上购物意向的影响因素进行探索性研究。研究结果表明：大学生网上购物意向主要受网上交易的便利性、网上产品的性价比、网上购物的交易成本、网上购物的乐趣、网上购物的时尚性等因素的影响。其中,影响最大的是网上交易的便利性,其次是网上产品的性价比,网上购物的交易成本、乐趣、时尚性这三个因素的影响程度则比较平均。

An Empirical Analysis on the Factors Affecting the Online Shopping Intention of University Students

This paper is based on the data collected from the questionnaire designed for the survey object of university students. Statistics software SPSS is used in the factor analysis of the factors influencing university students online shopping. The result of research shows that the intension of universi- ty students~ online shopping is influenced by some factors, such as trade convenience, performance - price ratio of goods, trade cost, degree of enjoyment, degree of fashion etc. Among them, the trade convenience contributes the most to it, followed by the performance - price ratio of goods while trade cost, degree of enjoyment and degree of fashion exert almost the same influence to online shopping of university students.