The Differences Of Emotional Experience Between Online Shopping And Shop Shopping And Its Relationship With Psychological Demand

Choosing college students in Nanjing area as the research object, through thecombination of qualitative and quantitative research and other research methods,such as literature analysis, in-depth interviews, questionnaires, factor analysis, wedescribed and explored the emotional experience differences of college students’internet shopping and instore shopping, the relationship between the emotionalexperience differences and the psychological needs, which designed to reveal theemotional experience differences of college students’ internet shopping and instoreshopping, to describe the relationship between the emotional experience differencesand the psychological needs, and to provide a theoretical basis for the respectiveeducation.On the basis of the existing literature analysis and questionnaire, following “thetheoretical analysis-developing tools-research-the results of the analysis”, thestudy defined the meaning of the emotional experience of college students’ internetshopping and instore shopping and psychological shopping needs, designed "Thescale of the emotional experience differences of college students’ internet shoppingand instore shopping" and "The scale of psychological shopping needs of collegestudents".Through the exploratory factor analysis and the confirmatory factor analysis, weexplored the dimensions of the emotional experience differences of college students’internet shopping and instore shopping, investigated the emotional experiencedifferences of college students’ internet shopping and instore shopping, therelationship between the emotional experience differences and the psychologicalneeds.Consolidated the results of this study, the following conclusions:1. We designed "The scale of the emotional experience differences of collegestudents’ internet shopping and instore shopping" and "The scale of psychologicalshopping needs of college students", which met the psychometric requirements with good reliability and validity, and could be used as the tools measuring the emotionalexperience differences of college students’ internet shopping and instore shopping,and probing the relationship between the emotional experience differences and thepsychological needs.2. The five dimensions of the emotional experience differences of collegestudents’ internet shopping and instore shopping named the experience of freedom,the experience of achievement, the experience of reliability and authenticity, theexperience of price attention, and the experience of after-sales service.3. The four dimentions of the psychological shopping needs of college students’named the need for achievement, the need for emotion, the need for social interaction,the need for money.