大学生网络消费行为细分_基于网络消费目的的实证研究（Network consumption behavior of college students _ subdivision based on an empirical study of network consumption purposes）.docVIP

大学生网络消费行为细分_基于网络消费目的的实证研究（Network consumption behavior of college students _ subdivision based on an empirical study of network consumption purposes） University students, network consumption behavior, segmentation An empirical study based on the purpose of network consumption Zhang Hongming, Li Qingmei, School of international business administration, Guangdong University of Foreign Studies Research and innovation team of Guangdong University of Foreign Studies GW2006-TB-001 Abstract: with the growing popularity of the Internet and the rapid development of the Internet economy, the study of the psychology and behavior of the online consumer has become a new topic in the field of marketing. This study is an empirical study of College Students online consumption behavior from the psychological, personality, influence behavior model. Subdivide five kinds of behavior that university student network consume, divide They are: learning, promotion, self-expression, entertainment and leisure, trading, entrepreneurship, communication and communication. Internet Internet; consumer behavior; market segmentation First, the problem proposed and related research objects defined Along with the growth of the Internet, contemporary college students have more psychological and lifestyle than any other generation More deeply branded the imprint of the Internet, college students as the most plastic network marketing brand The training objects, their online consumption habits and attitudes, for the whole society, for network marketing Even the direction of the development of the network industry plays an important role. Therefore, college students online consumption is OK For particular consumption categories, research has a strong sense of the times. In January 2003, A.C. Nielsen published its Research Report on the characteristics of Chinese Internet users Sue, first clear the Chinese users are divided into five categories: juvenile adventure race, active talent group, application The