大学生网络团购消费行为的影响因素分析.doc

摘 要 经过多年的努力，我国经济得到了迅猛发展，人民的生活水平也得到了快速地提高，人们对于服务的要求也逐渐提高，方便、快捷的服务已经成为服务业的主流。由于电子商务经济的不断盛行，使得网上开展电子商务的人数和企业的数量越来越多，网络团购这种新形式的电子商务，也受到了很多人的青睐。作为社会大众中的一个独特群体，大学生对网络团购的参与度也越来越高。显然，掌握大学生网络团购的影响因素对于企业发展大学生网络团购市场至关重要。 本文主要通过在山西农业大学信息学院进行问卷调查来收集数据，从大学生消费行为现状、大学生网络团购消费模式与市场现状等角度来分析大学生网络团购消费行为的影响因素。分析得出：大学生网络团购消费行为主要受大学生自身因素、网络团购产品因素、买卖双方诚信因素、团购网站安全因素、物流运送因素五个方面的影响。 针对上述五个方面的影响因素，本文还提出了一些对策建议，主要包括；正确引导大学生的消费观，加强大学生的维权意识；提高产品的精致设计，页面布局要简单新颖；提升商家信誉度和服务质量，提高顾客满意度和忠诚度；增强网页安全系数，加强网络团购的法律监督；加快物流运送速度，提高物流服务质量。 关键词：网络团购；； Abstract After years of efforts, Chinas economy has been rapid development, peoples living standard has also been increased rapidly, people also gradually improve the service requirements for the mainstream, convenient, fast service has become a service industry. Because of the electronic commerce on the Internet is more popular, the increasing number of the number of e-commerce and e-commerce enterprises, the new form of group purchase of the network, but also by a lot of people of all ages. As a special group in the society, students of the network group purchase participation is more and more high. Obviously, grasp the influencing factors of college students network group purchase is crucial for enterprise development of College Students network group purchase market. This paper mainly through a questionnaire survey in Shanxi Agricultural University School of information to collect data.Analysis: the behavior of College Students consumption of network group purchase is mainly affected by the five aspects of the students themselves, the network group purchase products, buyers and sellers of credit factors, factors of logistics group purchase website security factors, ship factors. According to the influence factors of the above five aspects, this paper also puts forward some countermeasures and suggestions, mainly including: guide the consumption of college stud