粉丝经济背景下的大学生网购消费行为特征研究.docxVIP

PAGE IV 内容摘要 随着电子商务和社交网络的发展，网购消费逐渐向着多元化方向演变。基于粉丝文化的盛行和网购消费的普及，“粉丝经济”作为新的经济体正向传统经济发起挑战。而高校大学生在接受先进知识文化的同时，也容易受到粉丝文化的影响，进而倾向性对“粉丝经济”有所偏爱。在“粉丝经济”的大环境下，对大学生网购消费行为特征深入的分析调查，解读“粉丝经济”现象背后的本质，进而合理引导大学网购消费，促进社会市场经济健康发展。 本文以“粉丝经济”为背景，研究高校大学生网络购物消费行为特征和网购心理状况。同时，对关键的概念界定和奠定相关理论基础，整理相关的粉丝经济和大学生网购消费行为特征的文献并加以解读。本文运用查阅相关文献、问卷调查和深度访谈等方法，对粉丝经济背景下高校大学生的消费态度、网购类型和消费频率等内容分析研究。借助SPSS分析软件和Excel软件，从问卷基本信息、行为特征和深度访谈等角度实证分析，从而得到高校大学生群体在“粉丝经济”背景下的网购消费行为特征的研究结论。给予高校大学生指导建议，并为政府、企业和学校提出可行性对策。 关键词： 粉丝经济 大学生网购消费 网购消费行为特征 Abstract With the development of e-commerce and social networks, online shopping consumption has gradually evolved towards diversification. Based on the prevalence of fan culture and the popularity of online shopping, fan economy as a new economy is challenging the traditional economy. While college students accept advanced knowledge and culture, they are also susceptible to the influence of fan culture, and they tend to prefer the fan economy. Under the general environment of fan economy, in-depth analysis and investigation of the online shopping consumer behavior characteristics of college students, to interpret the essence behind the phenomenon of fan economy, and then to rationally guide university online shopping consumption and promote the healthy development of the social market economy. Based on the fan economy, this article studies the online shopping consumer behavior characteristics and online shopping psychology of college students. At the same time, the key concepts are defined and the relevant theoretical foundations are laid, and the relevant fan economy and college students online shopping consumer behavior characteristics literature are compiled and interpreted. This article uses methods such as consulting relevant literature, questionnaire surveys, and in-depth interviews to analyze and study the consumer attitudes, online shopping types, and consumption frequency of college students in the background of fan economy. With the help of SPSS analysis software a