当代大学生网络购物现象及其消费心理分析_毕业论文.doc

毕 业 论 文 当代大学生网络购物现象及其消费心理分析 专 业：市 场 营 销 姓 名: 黄 文 莲 学 号：201015030132 指导老师：袁 华 副 教 授 时 间：2012.12.8 摘要 随着网络的普及和电子商务的迅速发展，网络消费将成为一种必然趋势，有数据显示，在4.2亿的网民中，大专及以上学历的达到了25.1％商品种类多没有时间限制节约时间购物成本低物美价廉宣传与实物差距大商品质量良莠不齐物流配送问题频出 Abstract Along with the popularization of the Internet and the rapid development of e-commerce, Internet consumption will become a kind of inevitable trend, data display, in 420 million Internet users, college degree or above of reached 25.1%, through to the college students online shopping the basic situation can see that most of the students are the net experience, in the online purchase of goods is far more than the traditional shopping way of the goods they buy, they will choose the online consumption and their consumption psychology closely related, and at the same time, the net has many advantages, such as more kinds of goods, no time limit, time saving, shopping low cost, excellent quality and reasonable price, payment is convenient wait for, although there are so many advantages, but also exist disadvantages, such as propaganda and physical big difference to the quality of the goods, the good and bad are intermingled, logistics and distribution problem , payment, such as risk, so consumers should be based on specific circumstances take corresponding measures to prevent be deceived. Keywords:College students Online consumer Consumption psychology Advantages Disadvantages 目录 引言 5 一、大学生网络购物现状分析 6 二、大学生网络购物消费心理分析 7 （一）商品种类多 7 （二）没有时间限制 8 （三）节约时间 8 （四）购物成本低 8 （五）物美价廉 8 （六）容易查找商品 8 （七）支付方便 9 三、大学生网络购物存在的问题 9 （一）商家的诚信无法实现 9 （二）商品质量良莠不齐 9 （三）物流配送问题频出 9 （四）货款支付存在风险 10 四、解决问题的对策 10 （一）改善商家不诚信问题的出现 10 （二）提高消费者的认知度 10 （三）提高配送服务满意度 11 （四）控制货款支付风险 11 结论 11 致 谢 语 13 参考文献 14 引言 随着网络在大众生活中的普及，网络消费开始走进人们的视野。网络消费渐成为大学生的消费新理念。面对网络上多姿多彩的诱惑，能否合理应用金钱，是否会合理消费是当代大学生走向成熟、挑战竞争、学会生存的重要标志，大学生作为走在时代前列的新群体，方便快捷、价格低廉、购物方式新鲜刺激，产品琳琅满目，丰富多样，新奇独特让大学生们对网络消费产生了浓厚的兴趣网络购物是一种时尚和流行趋势