大学生网络购物调查研究——以上饶师范学院大学生为例.docVIP

大学生网络购物调查研究 ——以上饶师范学院大学生为例 摘要：计算机技术和互联网的深入发展为经济持续发展注入新的活力和无限商机，互联网在中国的应用正逐步广泛化，越来越多的人接触到互联网，并从互联网世界获益。在此背景下，电子商务的发展亦越来越呈现强劲势头。就网络购物而言，目前网络购物比例是26％，并且学历越高，网上购物比例越高。目前中国的网民群体仍以青年为主，这其中46.6%都属于18----24岁的青年。这个年龄段的网民中，学生网民群体占据重要地位。由此，作为未来网络经济成长和发展的最主要消费群，大学生的网络消费行为对于我们研究普遍意义的网络消费行为，进而更好地开展网络营销有着不可忽视的意义。 关键词：大学生，网络购物，调查研究，营销对策 Abstract With the continuing development of the computer and the Intemet technology , the world economy has gain great impetus．Internet has been familiar to more and more people in China, and it helped in both work and daily life．As far as online shopping is concerned，26 percent Internet user in China have experienced shopping Online, furthermore ，customers ’level of education tend to be positive related to the probability to shop online．Currently, a majority of the Internet users in China are young people and 3 1．8 percent of the them are belong to the age group of eighteen to twenty-four, who are mainly students on campus．Thus，to acquire a better knowledge of the main consumers of the future Internet economy, it is necessary to disguss and research the students ’consuming behavior． Key Words: college studentshopping online, survey research, marketing strategy 目录 1 引言……………………………………………………………………….03 1.1研究背景与意义…………………………………………………………03 1.2研究现状与思路…………………………………………………………04 2 校园电子商务概述......................................................................................04 2.1校园电子商务的概念................................................................................04 2.2 校园电子商务的发展历程.......................................................................05 2.3 研究方法...................................................................................................05 3 大学生对校园电子商务的认知现状..........................................................06 3.1 我校大学生的调查数据分析...................................................................06 3.2 大学生网络购物的心理分析………………………………………….1 追求个性化的消费心理…………………………………