A Study On College Students’ Online Purchase Intention In B2C E-commerce Environment

With the rapid economic development,the enterprise environment has undergone enormous changes,making the business model more and more diverse,more and more intense competition between enterprises.Living standards continue to improve,college students this target group has more disposable funds and has a unique personality traits,in the B2 C e-commerce environment,enterprises to seize this particular consumer groups need to attach great importance.Based on the research of related literature and related theories,this paper establishes the model of this research through the technology acceptance model,the factors of network commodity,the network business factors,the university students ’own factors and the social environment factors in the model,combined with the actual situation of college students’ network consumption behavior.Four factors are used as external variables,perceived useful,perceived easy to use,and perceived fun as mediating variables to study the extent of impact on the purchase intention.A total of 490 valid questionnaires were collected by several universities in Changsha.The questionnaire data were analyzed by SPSS22.0,reliability and validity analysis,factor analysis and correlation analysis were carried out.Using the multiple regression analysis of the model proposed in the hypothesis to verify.The results show that there are significant positive correlations between the online commodity factors,the network business factors,the college students’ own factors and the social environment factors on the purchase intention.The perceived usefulness,perceived ease of use and perceived pleasure are positively correlated with the purchase intention;the network commodity factors,There are significant positive correlations between college students ’own factors and social environment factors,such as perceived usefulness and perceived ease of use.Network business factors,college students’ own factors and social environment factors have significant positive correlation to perceived pleasure,and the network commodity factors are not significant to perceived fun.Finally,through the above analysis results,to the electricity business enterprises to provide the following marketing recommendations: to provide easy and easy to use online shopping platform to improve the cost of goods,increase the variety of goods,timely provision of goods information,improve service quality,Influence and enhance transaction security,protect consumer rights and so on.