The Analysis Of College Students' Consuming Behaviors Under The Mobile Internet Environment

With the mobile Internet technology breakthrough development,China has become the world's most widely used mobile Internet,the mobile Internet technology level in the world,has changed the way of information transmission,but also profoundly changed people's way of life and consumption.The mobile Internet has brought great changes to the way of life,but also makes people's consumption behavior changes,both with respect to the traditional consumption or consumption of PC Internet,mobile Internet consumption has more advantages,the theory of consumer behavior of traditional consumer behavior the new interpretation has become weak,China is a country with the popularity of mobile Internet,the number,size,value and richness are leading the world,the consumption behavior of mobile Internet environment is a new subject in front of all theoretical research workers.Has been produced most of the use of traditional market environment theory AIDMA theory model,AISAS theory and TAM model theory to explain the Internet consumer behavior,consumer behavior of the traditional theory of traditional electronic commerce platform has some explanatory power,but the mobile Internet era,the traditional theory cannot according to consumer behavior new explanation.The vast majority of domestic research will be the research perspective on online shopping behavior,Taobao,Jingdong as a case to analyze the mall;a small part of the industry leading scholars for the electricity supplier vertical platform,diversification of mobile Internet environment and consumer behavior research.Based on the questionnaire survey of college students,this paper studies the characteristics of consumer behavior represented by college students in the mobile Internet environment.Firstly,through qualitative access,summed up the consumption characteristics of college students to represent the consumer mobile Internet environment,and then conducted a questionnaire survey on the qualitative characteristics,through descriptive statistics,quantitative summary of the college students to represent the consumption characteristics of the mobile Internet environment.Based on the previous research,summed up the traditional market environment,PC Internet and mobile Internet environment,new changes in consumer behavior,from the six aspects of consumer consumption,consumer products,consumption stimulation,consumption relation,consumer initiative and payment form,summarizes the consumption characteristics of mobile Internet environment.Through qualitative analysis,summarizes the behavior characteristics of college students,and students with questionnaire survey of consumer behavior under the mobile Internet environment for groups of features,analysis of survey results,the characteristics of College Students' consumption behavior of mobile Internet environment.Finally,combining the consumption domain changes brought by mobile Internet and the consumer behavior characteristics of college students,we provide marketing suggestions for manufacturers.