Study Of College Students' "Double 11" Online Shopping Consumption Behavior In Jiangxi Province

With the rapid development of Internet technology,companies have created a unique promotional culture in order to realize the demand for sales and profits on the online platform.November 11 th,2009,Taobao Mall launched its first product promotion campaign on the day of the Singles.The “Double 11” shopping carnival came into being.Since then,the annual sales of “Double 11” have grown explosively.The most special and important carnival day for a Chinese and global e-commerce business has quietly taken shape.based on integration of theories and practice,this paper takes Jiangxi college students as research subjects.Through the study of its “double eleven” online shopping consumption behavior,it explores the factors that affect college students' online consumer behavior,and from customer satisfaction,consumer identity,Four aspects of brand communication and media richness put forward the hypothesis that influences college students' online consumption behavior.Using the "snowballing" sampling method,questionnaire surveys were conducted on college students in various colleges and universities in Jiangxi,and data were collected to verify the establishment of hypotheses through professional data analysis.At the same time,in the course of the study,it was found that there are certain risks,impulsivity,and populism in college students' online shopping consumption behavior in Jiangxi.Through the combination of research on problem research and countermeasures,according to the problems of online purchase behavior of college students,combined with current social network consumption values education status,based on family education,school-led education,and social guidance as an aid,it is proposed to establish college students.Green Consumption and Rational Consumption.