网络购物对当代大学生消费观念的影响.docx

网络购物对当代大学生消费观念的影响 ——以华北理工大学为例 摘 要 网络购物相对大学生群体而言，已然不是一件新生事物，且在他们中间相对盛行网购之风。引导和帮助大学生群体建树正确网购消费观是一项较为紧迫任务。使大学生群体建树正确网购消费观，重点要引导他们抵消一些不正常网购消费心理，消除他们诸多非正确网购消费意识，认识到非理性网购消费观念的危害。本文结合大学生群体网购消费现状，在浅议大学生群体喜欢网购消费原因基础上，联系网购行为带给大学生群体许多非健康消费观念，说明了需要大学生群体急需建立起一些相对健康的网购消费观，并结合虚拟网络购物环境，为大学生群体建立正确网购消费观的内容渠道，提出了相应建议，以供大学生群体在实施网购消费行为时作为借鉴或参考。 关键词：网络购物；大学生网购；网购消费观 Abstract Compared with college students, online shopping is no longer a new thing, and it is relatively popular among them. It is an urgent task to guide and help college students to build up a correct concept of online shopping consumption. In order to make college students form a correct concept of online shopping consumption, we should focus on guiding them to offset some abnormal psychology of online shopping consumption, eliminate many of their incorrect consciousness of online shopping consumption, and recognize the harm of irrational concept of online shopping consumption. Based on the current situation of College Students'online shopping consumption, this paper discusses the reasons why college students like online shopping consumption, and links the online shopping behavior to bring many unhealthy consumption concepts to college students. It illustrates that college students need to establish some relatively healthy online shopping consumption concepts urgently, and combines the virtual online shopping environment to establish a correct online shopping consumption concept for college students. It also puts forward some suggestions for college students to use for reference when they implement online shopping consumption behavior. Key words: online shopping; college students'online shopping; online shopping consumption concept 1.绪论 1.1研究的目的、意义 1.1.1研究目的 网络的发展，网购的发展迅速，冲破了原始地面购物传统模式。网购消费品价格的相对便宜以及它的便捷性，已然成为很多网购消费者的热衷。大学生群体网购，在我国而言，他们是一个相对活跃的群体。但因我国电子商务发展较晚，大学生经济还未完全处于独立状态，他们在热衷网购中，又因缺乏相对准确网购消费观念，致使他们出现了诸多非正常网购行为。因此，在大学生群体中，因为相对缺乏理性网购意识，进而使他们难以在短时间内，形成相对正确的网购消费观。在网购现实生活中，根据大学生群体现存网购消费意识现状，利弊均有。引导和帮助大学生群体建立正确网购