摘要
高校学生一直都是网络购物的主体,为了探讨如何促进高校学生的网络购买行为,以高校学生在当当网上的购买经历为例,设计调查问卷,收集数据;运用多元回归分析法研究了网站信息反馈速度、网站满意度、信任度、购买意愿和态度对高校学生网络购买行为的影响。研究表明,网站信息反馈速度、网站满意度、信任度、购买意愿对高校学生的网络购买行为均有显著的正向影响。研究结果对当今电子商务网站的建设有一定的参考价值。
University students are the main participants of online shopping. Based on the data collected from college students＇ purchase experience in Dangdang, this paper, by using multiple regression analysis, analyzed the influencing factors of college students＇ network purchase behavior, including the speed of website information feedback, website satisfaction, trust, purchase intention and attitude. The research showed that the speed of website information feedback, website satisfaction, trust, purchase intent had significantly positive effect on university students＇ network purchase behavior. The results had a certain reference value for e-commerce website construction.
出处
《北京邮电大学学报（社会科学版）》
2011年第5期60-65,共6页
Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition)
关键词
高校学生
网络购买行为
多元回归
影响因素
university students
online shopping behavior
multiple regression
influencing factors
