文献类型：期刊文献

中文题名：大学生网络消费行为影响因素的研究

英文题名：Research on the Influencing Factors of College Students' Online Consumption Behavior

作者：赵欣晨[1];周扬[2]

第一作者：赵欣晨

机构：[1]厦门大学管理学院;[2]河南财经政法大学网络中心

第一机构：厦门大学管理学院,福建厦门361005

年份：2016

卷号：0

期号：1

起止页码：55-58

中文期刊名：创新科技

外文期刊名：Innovation Science and Technology

语种：中文

中文关键词：网络消费;网络涉入;信度;效度

外文关键词：online consumption behavior;;Internet involvement;;reliability;;validity

摘要：为了引导大学生正确的网络消费,同时也为商家提供合理的网上营销策略,通过网上问卷的形式,对466名在校大学生进行网络消费调查,对回收的数据进行描述性统计分析,对量表进行效度与信度分析,分析结果表明,大多数大学生认为网络购物的可信度在60%-90%,商家信誉与产品质量是大学生最为关注的.
To guide the rational consumption of college students on the network,also to contribute reason-able online marketing strategy to businesses,466 college students were investigated by network questionnaireabout on-line consumption. Adescriptive statistical analysis on the reclamation data is carried on,and the validi-ty and reliability of the scale are also evaluated. The analysis results show the majority of the college studentsthought that the creditability of online consumption is 60%~90%. The main concerns of the college students arethe credibility of business and the product quality.