The University Students' Shopping In The Internet Of The Beiking Area

The thesis taking Beijing area college student as object of study, on the basis of technology accepts theory of Consumer Behaviours and through reading large amount of relevance document, sum up the factor affecting college students web shopping behaviour, and extend out the relative aspect variable of product factor and website factor on original model.My paper ultimately take six variable to study, which is college student perception of web shopping usefulness , perception of web shopping easy, perception of web shopping commodity quality, perception of the web commodity price , perception of web shopping safety and reliability, perception of web shopping service quality. In model relation admeasurements, mainly through demonstration analysis method, analysing by the SPSS statistic software from the aspects of the factor , relevance , return and method, coming to a conclusion that this six factors all with college student web shopping positive effect , and the affecting and size being in proper order: perception of web shopping safety and reliability, perception of the commodity quality, perception of web shopping service quality, perception of web shopping usefulness, perception of web shopping easy, perception of the web commodity price .College student who has web shopping experience or not all have very high demand to the perception of the commodity quality, however, the college students who are experienced in other aspects have much better web shopping attitude and intention.Innovation place of the thesis lies in to subdivide consumes group taking the college student for the object of study, stretching the aspect of website and product variable acquire the factors affecting this group of peculiar consumers-college student web shopping on basis accepting the theory variable in technology.