201623410401-蔡永朋-广州工商学院大学生网络购物行为的影响因素研究.pdfVIP

广州工商学院大学生网络购物行为的影响因素研究 内 容 摘 要 现在是互联网的时代，很多人更倾向于互联网，特别是大学生，本文章是以 技术接受模型为依据，从购物的网站质量、感知易用性、感知有用性、便利性、 价格优势、互动性、感知风险性、购物信任性八个基本因素研究广州工商学院大 学生网络购物行为的影响因素。本文提出八个假设，进行实证研究的问卷调查法。 采用 SPSS 软件进行效度分析、信度分析、相关性分析、多元回归性分析验证。 对广州工商学院大学生进行随机抽样调查，收回有效问卷 200 份，实证结果表明 广州工商学院大学生的购买行为都有与基本因素有着一定的关系，它们的影响大 小顺序为：购物便利性、价格优势、感知易用性、感知有用性、网站质量、互动 性、购物信任、感知风险性。研究的数据为广大的社会企业开展网络营销活动提 供数据支持。 关键词：大学生； 网络购物； 影响因素 I Research on the Influencing Factors of Online Shopping Behaviors of College Students in Guangzhou University of Business and Technology Abstract In the age of the Internet,more and more people are inclined to using the Internet,especially college students.Based on the technology acceptance model,this paper analyses the influencing factors of Internet shopping behaviors of college students in Guangzhou College of Internet shopping behaviors of college students in Guangzhou college of Business and Technology from the eight fundamental factors website quality,perceived ease of use,perceived usefulness,convenience,price advantage,perceived risk,interactivity and trust of the Internet shopping.Eight assumptions are multiple regression..At the same time,random sample is applied to college students in Guangzhou College of Business and Technology are certainly related to fundamental factors.The order of the influencing factors is convenience,price advantage,perceived ease of use,perceived usefulness,website quality,Interactivity trust of the Internet shopping and perceived risk.The data of the research provides support for mass social enterprises to develop various online market