Research On Internet Consumer Behavior Of College Students From The Perspective Of View Of Consumerism Value

With the rapid development of information technology and the national economy, as well as the improvement of people’s living standards, Chinese e-commerce and online shopping market keep to be prosperous. As college students play an important part in the online shopping market, there is a need for empirical research on online shopping behavior of college students. At the same time, you can explore how to explain application and rationality of consumer behavior based on the Western consumption culture theory from a sociological perspective. Through a survey of specific situations of college students ’online shopping, problems and the causes of online shopping among college students can be found, which can lead a rational and healthy consumption by college students.This study firstly describes social background and topicsignificance of college students’ online shopping and makesliterature review about the relevant research results at home and abroad, and then explains the research content, research methods and the main innovation of this paper. Secondly, the main points are described in the consumer society and consumer sociology, and then students’ online shopping is analyzed from perspective of the sociology of consumption. With the analysis of the survey data obtained, this paper describes the general situation of college students’ online shopping, and explores the specific situation of students who experienced the online shopping and the students who do not go shopping on Internet. Finally, the survey finds the main causes and problems in the behavior of online shopping among college students, finally the leading strategy are got to promote therationalization of online shopping behavior of college students.