基于网络消费群体的购买行为分析-以“女大学生网络购物”为例.doc

【摘要】：随着计算机网络技术的发展，网络购物的消费模式逐渐走进消费者的生活，并对消费者的购买行为产生一定影响。

　　基于此，本文以女大学生为主要研究对象，采取分层抽样，随机抽样的方法对晓庄学院200名大学生以问卷的形式调查分析。从而了解当前女大学生网络购物的现状并对其进行分析，以期找到我国当前网络购物的现状和未来对网络购物发展潜力和认识，为女大学生购物研究以及想开拓大学生市场的公司企业提供一定的参考。

　　经过实证研究的数据分析，得出了女性网络消费行为的六大特征：追求产品丰富多样的特征、偏好选择互动性强的信息渠道的特征、比较行为显著的特征、对细节关注度高的特征、喜好交流的特征、反馈意愿较强的特征。

【关键词】：网络消费；群体；女大学生；网络购物

【abstract】 : Along with the development of the computer network technology, the network shopping consumption patterns gradually came into the life of the consumer, and the consumer buying behavior produce certain effect.

Based on this, this paper with female college students as the main research object, take the sampling stratification, random sampling method to xiaozhuang college 200 college students in the form of questionnaire survey analysis. To understand the current situation of female college students shopping network and to analyze it, hoping to find our current network shopping the present and future development of the network shopping potential and understanding, for female college students and college students to develop shopping market of company business enterprise to provide certain reference.

Through an empirical study data analysis, it is concluded that the female Internet consumption behavior six characteristics: the pursuit of product rich variety of features, the preference information channels choice strong interactivity the characteristics, the comparison of characteristics, behaviors significantly to detail the characteristics of high attention, be fond of communication characteristics, feedback intend to strong characteristics.

【Keywords】 : network consumption ;Groups; Female college students; Network shopping