A Research On Online Consumer Behavior Of College Students Based On The Conjoint Analysis Method

Li Keqiang,the Chinese Premier,said that go Internet plus standing in the air,will make Chinese economy fly in Beijing in March 15,2015.Internet plus refers to Internet plus the traditional industry,this paper is to study the Internet plus the traditional market,namely online consumer behavior.Online shopping has become an indispensable part of people’s lives,college students is one of the main force.This paper takes college students as the research object to understand online consumer behavior preferences of college students,which has a certain practical significance to the decisions of enterprises and the governments.In research methods,the research on online consumer behavior of college students usually uses descriptive statistics,variance analysis,factor analysis and other methods,this paper uses conjoint analysis method,which has a certain theoretical significance and innovation.Advantages of conjoint analysis lie in its analysis of the process and the result is more objective and realistic practice,simulation of real consumption decision to more objective and actual reflect consumer online behavior,which has a certain practical significance to the decisions of consumers.Based on the comparative analysis of research methods,this paper use conjoint analysis to research on online consumer behavior of college students,by the pre-studying we determine online consumer behavior attributes and attribute levels.With the aid of orthogonal design method to simulate virtual product profile and Likert seven level scale score,we collected data into conjoint analysis.The research results show that groups of college students in online consumer the considered attributes in order to logistics and distribution,business platform,shop,preferential policies,the third party evaluation,safety performance and customer service.For college students,utility maximization online consumer behavior attribute combination is to store in the form of store,SF express,pay attention to security and privacy.The third party evaluation in the form of pictures and customer service to solve the problem processing timely concessions in the form of a discount,electronic business platform for the lynx mall.According to gender,age,professional,educational background,wireless on the consumer experience,the monthly consumption level,the monthly consumption frequency and other research,exploring online consumer behavior preferences of different types of College students.At last,according to the conclusions,we come up with the relevant recommendations on college students online consumers,electronic business platform,settled sellers,national macroeconomic regulation and control.