The Effect Of Internet Dependency On Internet Patronage Intention In Chinese College Students

Since1990’s, internet has already been the forth biggest media. With the penetration of internet deeper and deeper in our life and impact stronger and stronger, People more and more dependent on the internet and tend to patronage online store. The ratio of consumer shopping online has been increasing. The studies show that internet users with higher trust tendency tend to trust internet information than others. Whether does internet dependency have effect on internet patronage intention? How does trust tendency play a role in the process? Academia has not been systematically studied the research.Based on the background, this thesis will begin with the following aspects:First, from previous literature, researches focus to the pathological internet use, suggesting that internet dependency of college students are harmful. Based on these literatures, this thesis defines internet dependency and the structure, including understanding dependency, orientional dependency and entertaining dependency, from the angle of marketing according to the new characters in the new period. And it analyzes the factors that impacting the dimensions of internet dependency. Second, the thesis explores internet dependency psychological characteristics of college students, then construct the model of internet dependency on internet patronage intention, which is validated by empirical analysis. The result suggests that these three factors positively and significantly influence internet patronage intention with different intensity. The effect of orientional dependency on internet patronage intention is strongest, then understanding dependency, the last is entertaining dependency. The result suggests that trust tendency is the moderating effect on the relationship of understanding internet dependency, orientional internet dependency and internet patronage intention, which is not significant in mederating entertaining dependency and internet patronage intention.This thesis has the following innovations:firstly it defines the internet dependency and structure from the angle of marketing; secondly it constructs the model of internet dependency on internet patronage intention, exploring the effect of three dimensions of internet denpendency on internet patronage intention; thirdly it explores and vilidates the moderating effects of trust tendency on internet patronage intention, exposing the conditions between internet dependency and internet patronage intention.