| Due to the development of network economy in China,online shopping has become a popular consumption way,where college students are the main forces.Undergraduates live in a dormitory life with similar-lifestyle,education background and living environment,and often learn and take social activities in groups.Therefore,their consumption behaviors are easily affected by peer effects.On the basis of a large number of references,we summarize the current research progesses on the consumer behavior,consumer behavior theory of college-related online shopping,personal characteristics of online shopping consumer,and peer effects theories,and finds that there are limited domestic studies on the peer effects’ impact on college students’ online shopping behavior.So in this study,the students from two universities in different regions and different levels were taken as the research object,and research were conducted from 14 independent variables and 3 dependent variables based on the literatures and related theories.Firstly,impact of peer variables and general variables on online shopping behavior variables was analyzed in the qualitative level;Secondly,pertinent questionnaires were designed,reliability and validity analysis was carried out based on the collected questionnaires and online shopping list data through SPSS software.Under the premise of valid data,the Descriptive statistical analysis was used to show the distribution status of the investigated students’ population,and then factor analysis was used to classify the variables with similar features into five clustering factors.Finally,the impacts of the clustering factors including different geographical,family,personality clusters on College Students’ Online Shopping Behavior were analyzed,and speculate on the causes of its occurrence..Based on those results,we summarize the five different clusters,and proposes marketing suggestions to online merchants according to different groups of college students,which helps online merchants to accurately position the market,quickly target customers,implement effective marketing measures,consequently improve product sales and increase operating profit.This study lays a foundation for further investigation on the application of peer effects in online shopping behavior of college students,which contributes to broadening the research dimension of peer effects on the basis of existing theories,enriching the research content of college students’ consumption behavior,and exploring the connection between different groups and their online shopping behavior,as well as provides some valuable references for other researchers. |
