摘要：电子商务的迅猛发展为中国的经济发展注入了无限商机，也改变了更多消费者的消费习惯。作为网络经济增长的主要推动力，大学生的网上购物行为对开展网络营销有着重要的意义。
本文基于消费者行为的技术接受模型（TAM），以南京仙林大学生作为研究对象，在相关国内外文献的基础上，提出并验证了影响仙林大学生网上购物行为的因素。
本文从感知网上购物有用、网上购物易用、感知网上商品质量、感知网上购物可靠、感知网上购物服务品质这六个变量研究入手，运用了描述性分析、因子分析、相关分析、线性回归分析等方法，采用SPSS 19统计软件，来验证这六大因素对于仙林大学生网上购物态度和意向的影响。
本文的创新之处在于以大学城的大学生作为研究对象，在技术接受模型的基础上，探究产品、服务等因素对这一特殊群体消费的影响。
关键字：技术接受模型；大学生消费者；网上购物；影响因素
ABSTRACT：The skyrocketing development of E-commerce has not only brought about enormous opportunities for China’s economy, but also has changed people’s consuming habits and gradually become a lifestyle. As the major driving force for a growing cyber economy, college students’ online shopping behavior is of great significance for network marketing.
Based on the consumer behavior TAM, this article takes college students in Xianlin college town in Nanjing as the research subject, verifies the assumed factors which influence online shopping behavior of college students’ in Xianlin, with a reference to literature both from home and abroad.
Adopting several research methods including descriptive analysis, factor analysis, correlation analysis and linear regression analysis, this article, with the assist of SPSS 19, verifies six main factors, i.e. usefulness, convenience, product quality, credibility and service of online shopping, which affect the students’ attitudes and intentions toward online shopping.
Innovation of this article lies in taking college students’ as the research subject, on the basis of technology acceptance model, and exploring the impact of such factors as product and service on the shopping behavior of this specified group.
Keywords: technology acceptance model；college student consumers； internet shopping；influencing factors
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