摘要
以嘉兴学院在校生为研究对象,通过抽样调查及统计分析,对在校学生网络购物行为特征及购物心理倾向性进行研究。调查结果显示,大学生在网购行为中与其他群体既有共同点又有差异性,主要反应在尝试意愿与风险厌恶的程度两个方面。
This paper studies students＇ behavior of online shopping and their shopping tendency through the sample survey and statistical analysis with students in Jiaxing University as the research object. The survey indicates that online shopping behavior of college students has commonalities and differences with other groups, mainly reflected in the strong try desire and risk aversion. This conclusion has great significance in further study of college students network consuming behavior.
出处
《嘉兴学院学报》
2010年第2期51-55,共5页
Journal of Jiaxing University
关键词
大学生
网络购物
心理特征
undergraduate
online shopping
psychological peculiarity
