The Study Of College Student’s Consumption In The Internet

In Contemporary, the rapid development of the Internet promotes the continuous development of electronic commerce. And college students are an important consumer group network. Their consumer attitudes, consumption habits on the development of e-commerce platform has some guidance, which can be learned from nature; at the same time, college students online consumer behavior is influenced by the social environment,family education, school education and other factors. Therefore, the study of students’ network consumption will be an issue of great significance.Based on the documents, and network consumption model on consumer shopping behavior at home and abroad, the study summarizes the impact of three variables:cognitive variables, attitude variables, decision-making behavior variables; Cognitive variables include commodity factors, risk factors, pages factor and service factor;Attitude variables include a sense of authority in online consumer shopping process formed satisfaction and e-commerce platform; Decision-making behavior includes online consumer decision variables.Empirical part is presented to demonstrate the model and assumptions.Argumentation method, according to the literature, questionnaire designing, data collection analysis and design based on three variables derived research model in this paper- structural equation models. By SPSS software, the model factor analysis, validity analysis, reliability analysis; results validate the proposed model fit college students online consumer shopping model is better, so, cognitive variables commodity factors,risk factors, pages factors and service factors on the attitude of variables, including the satisfaction of online consumers shopping process and the formation of a sense of authority to the e-commerce platform has a significant impact on consumer attitudes andnetwork behavioral variables directly influence decision-making.