网络经济环境下大学生网络购物行为的调查与分析.doc

摘要：历史研究表明：网络购物行为与购买者上网时间长短、网络技术运用的熟练程度有明显的相关性，即购买者上网时间越长、网络技术运用的熟练程度越高，则该群体网络购物行为发生的频率就越高。而当代大学生，他们熟练网络的应用，网上购物必将在他们选择的范围之内，并且从大学生整体素质和未来的发展可以看出，他们将是未来网络的主宰力量，在网络购物方面，他们更具优势。因此，从分析可以看出，作为互联网使用率最高、网民中规模最大的群体，大学生是网上购物的主要潜在消费群体，他们对网上购物的发展方向有重要的影响。必将成为我国未来网络经济发展的主要参与者和风向标.所以，调查和分析当代大学生网购的现状，对我国网络购物的发展提出一些有意义的见解是势在必行,而且有其重要的现实意义的。

关键词  网络购物；大学生；电子商务；意义

Abstract：History research shows that: the network shopping behavior and buyers access to the Internet proficiency, network technology, the length of time a obvious correlation, namely the longer buyers access to the Internet, the network technology of the skilled degree is higher, then the group network shopping behavior of the higher frequency. And contemporary college students, their broader and skilled in network applications, online shopping will become their choice, and, from its overall quality and the future trend of the development of college students, you can see that they will be the master of the future network, the network shopping, they have more advantages. Therefore, can be seen from the analysis, as the highest utilization rate on the Internet, the largest group of Internet users, college students is the potential for online shopping consumption over future development trend of online shopping have important influence. Will become our country the main participants in the development of network economy and the bellwether in the future. So, investigation and analysis of the status of contemporary college students' online shopping, understand the college students' online shopping behavior characteristics, the development of China's online shopping some meaningful Suggestions are imperative and has its important practical significance, it is also the purpose of this survey.

Keywords:  shopping online  College students  E-commerce  meaning

本论文研究的基本方法主要有行动研究法、文献法和经验总结法。行动研究法即指通过调查了解网络经济环境下大学生网络购物的现状，分析影响大学生购物的影响因素，得出结论，提出自己的建议。文献法：分类阅读有关消费者消费行为文献或参考资料，寻找新的思路，并根据定性数据分析，对数据进行研究。经验总结法：在以前研究人员的基础上，结合自己的经验了解，提出一些自己研究总结出来的观点或可行措施。