大学生网上购物行为研究.pdf

大学生网上购物行为研究 摘要 本文主要讲述挑选大学生作为研究群体，研究大学生网上购物 行为的影响因素。通过大量的文献搜集资料和阅读，最终决定在技 术接受模型的基础上，增加信任因素的变量。研究感知有用、感知 易用、信任与态度、意向的关系。本文通过问卷调查的方式，搜集 大学生的相关资料，并用 SPSS13.0 对所得数据进行因子分析、信度 分析、相关分析和回归分析等。统计结果表明，大学生普遍比较认 可网上购物，认为网上购物方便、高效。有网上购物经验的大学生 比没有网上购物经验的大学生更加信任网上商店。根据本文的研究 表明，为了吸引大学生群体，商家应该简化购物流程、提升大学生 对自身的信任感。 关键词：网上购物、消费者行为、态度、意向 I ABSTRACT This paper selected university students as the sample to study and investigated the impact of factors of university students’ online shopping behaviour. Through searching, coordinating and analyzing the document, I finally decided to increase the trust factor of variable on the basis of technology acceptance models. Study the relationship between perceived usefulness, perceived ease of use, trust and attitude, intention. Through questionnaire survey to collect relevant information on university students and using SPSS13.0 to analyzed the data, such as reliability analysis, correlation and regression analysis. Results show that university students generally more accepted online shopping. They believe that online shopping is easy and efficient. The Students who have online shopping experience are more trust online store than the students do not. This study shows that, in order to attract university students, businessmen should simplify the shopping process and enhance the students on their sense of trust. KEYWORDS ：online shopping，consumer behaviour，the attitude ， the intention II 目录 1 消费者行为模式14 2 研究设计 16 2.1 研究模型与假设16 2.2