大学生校园网购物意向驱动因素研究

【作者】 李玲玲；

【导师】 范晓屏；

【作者基本信息】 浙江大学 ， 企业管理， 2008， 硕士

【摘要】 计算机技术和互联网的深入发展为经济持续发展注入新的活力和无限商机,互联网在中国的应用正逐步广泛化,越来越多的人接触到互联网,并从互联网世界获益。在此背景下,电子商务的发展亦越来越呈现强劲势头。就网络购物而言,目前网络购物比例是22.1%,并且学历越高,网上购物比例越高。目前中国的网民群体仍以青年为主,这其中31.8%都属于18～24岁的青年。这个年龄段的网民中,学生网民群体占据重要地位。由此,作为未来网络经济成长和发展的最主要消费群,大学生的网络消费行为对于我们研究普遍意义的网络消费行为,进而更好地开展网络营销有着不可忽视的意义。大学生作为社会消费的一个特殊群体,加上其所生活的校园环境的相对独立性,使得他们有着不同于社会其他消费群体的消费心理和行为。在消费观念上,他们对新的消费趋势兴趣浓厚,另一方面,绝大多数大学生在经济上并未独立,这就要求他们在消费中要考虑成本制约。消费观念的超前和消费水平的相对滞后,影响着大学生的消费行为。为了深入了解大学生的网上消费行为,为网上渠道运营者提供有针对性的营销建议,本文从校园网购物研究视角出发,在TAM理论模型基础上,以校园网特征、产品特征和大学生时尚涉入为出发点,将购物乐趣、感知有用和感知易用作为中间变量,探讨大学生校园网购物的内外部驱动因素及其对校园网购物意向的影响模式。实证结果表明,校园网系统、信息和服务品质以及产品的性能、价格和抽象特征都与大学生的校园网购物意向正向相关,并且,校园网特征和产品特征通过大学生对购物乐趣、感知有用和感知易用的认知,影响其最终的购物意向。最突出的影响其购物感知诸方面认识和购物意向的因素是校园网系统品质和产品价格以及产品抽象属性,其反映了产品与大学生消费心理中时尚新颖性的契合程度。更多还原

【Abstract】 With the continuing development of the computer and the Internet technology, the world economy has gain great impetus. Internet has been familiar to more and more people in China, and it helped in both work and daily life. As far as online shopping is concerned, 22.1 percent Internet user in China have experienced shopping online, furthermore, customers’ level of education tend to be positive related to the probability to shop online. Currently, a majority of the Internet users in China are young people and 31.8 percent of the them are belong to the age group of eighteen to twenty-four, who are mainly students on campus. Thus, to acquire a better knowledge of the main consumers of the future Internet economy, it is necessary to disguss and research the students’ consuming behavior.Students can be regarded as a special consumer group, owning to the relative isolation of their living environment, they have different viewpoints and ways in consumption with other consumer groups. On one hand, they are sensitive to new trend in consumption; On the other hand, they are still dependant on their parents economically, in other words, they need to establish a sense of cost. This contrast between their consumption viewpoints and their economic condition do have an important effect on their practical behavior.In this disertation, based on the the TAM theoretical model, we study the effect of features of both campus website and products on the campus students’ intention to shop on the campus website, which is mediate by shopping enjoyment, perceived usefulness and perceived ease of use.According to the results of statistics in our research, the system quality, information quality and service quality of the campus website and the product quality, price and the underline meaning of the product to the consumers are all related to the students’ intention to shop on the campus website, and the above relationship is mediated by the shopping enjoyment, perceived usefulness and perceived ease of use. Concretely speaking, the more important influencing factors of the intention to shop on campus website are the system quality, product price and the underline meaning of the product, which cater to the students’ preferrence for noval and fashionable trends in consumption.更多还原