| “光棍节”网络购物意愿的影响因素 |
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| 引用本文： | 刘根.“光棍节”网络购物意愿的影响因素[J].当代青年研究,2014(4):90-95. |
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| 作者姓名： | 刘根 |
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| 作者单位： | 广东石油化工学院经济管理学院 |
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| 基金项目： | 本文系广东省2012年度社科基金项目“空间视角的创新绩效与经济发展关联的实证研究”的阶段性成果,项目编号：GDl2XYJl5;广东省茂名市2013年度科技计划软科学项目“基于共生理念的高新技术产业开发区营销平台开发研究”的阶段性成果,项目编号：201358. |
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| 摘 要： | 影响日常网络购物意愿的因素,除商品质量外,网购成本、网购风险、网商服务等对大学生光棍节网络购物意愿无显著影响,体现出大学生光棍节网络购物具有非理性的一面,存在从众购买、冲动购买的现象。然而,对258名大学生的调查发现,大学生在光棍节越感觉情感寂寞与孤独越不会在光棍节进行网络购物。要实现对大学生光棍节网络购物的合理引导,需要高校、大学生自身及网商的共同努力。
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| 关 键 词： | 光棍节 网络购物 大学生 |
An Empirical Research on Singles Day Online Shopping Behavior |
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| Liu Gen.An Empirical Research on Singles Day Online Shopping Behavior[J].Contemporary Youth Research,2014(4):90-95. |
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| Authors: | Liu Gen |
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| Institution: | Liu Gen (Department of Economy and Management, Guangdong University of Petrochemical Technology) |
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| Abstract: | Factors affecting the daily online shopping intention, except product quality, such as online shopping cost, online shopping risk, network service, have no significant effect on students＇ singles day online shopping intention, which reflects their singles day online shopping is not rational and there exists herd buying and impulse buying phenomenon. Contrary to the existing academic research results, this research shows that in the singles day college students who have more feelings of loneliness and solitude won＇t have more online shopping in the singles day. In order to achieve a reasonable guide to college students＇ singles day online shopping, it needs the joint efforts of university, students themselves and online shops. |
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| Keywords: | Singles Day Online Shopping College Students Empirical Research |
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