| With the development of the Internet and the progress of society,e-commerce has initially become the trend of the new era.People’s consumption behavior,including consumption level and consumption structure,has also changed greatly.With the emergence of online shopping,the development of new media has become an irreversible trend of the times.With the introduction of network technology,the business model of enterprises has been diversified.In order to adapt to the new development,many enterprises have changed from the single business model of offline stores to multi-dimensional,and the competition has become increasingly fierce.The competitiveness of enterprises is not only limited in the core competitiveness of products,but also the response to the market and the concept of consumers.Among these consumption behaviors,different consumers have their own unique consumption characteristics.Among the young generation,the most typical is the consumption concept and behavior of college students.College students have unique personality characteristics and are easy to accept new things.In recent years,with the rise of new media,consumers’ ideas and habits are guided by new things.This paper studies and explores from the perspective of consumer behavior.On the basis of scholars’ research,it focuses on what factors have an impact on College Students’ online shopping behavior under the network environment,and analyzes it from different angles to provide enterprises with new ideas of modern network marketing and provide important reference for enterprises’ marketing decisions.In this paper,from the actual development of enterprises to theoretical research and empirical analysis of ideas for the text.First of all,according to the actual problems to sort out and summarize the relevant concepts and theories,learn the relevant basis,and then select the TAM research model suitable for problem analysis,analyze and screen the factors that affect the online shopping behavior of the target population,that is,to establish a reasonable theoretical model of the paper.From the internal factors and external factors for factor analysis,select different dimensions for variable definition and hypothesis.Starting from the problem,the data of the target population were collected by questionnaire survey.A total of 347 copies were collected in this survey,and 345 valid data were collected.Then,the empirical analysis of the questionnaire is carried out to verify the reliability and validity of the questionnaire,and the correlation between the variables is analyzed and the model is modified.Finally,the test data show that consumer behavior perception,logistics level in the external environment and transaction security have a significant impact on the online shopping behavior of college students.According to the conclusion of this study,four suggestions are put forward,including the focus of business development process from the perspective of consumer behavior perception,improving the entertainment of marketing process,stabilizing development channels,cultivating loyal consumers and seeking chain cooperation.Enterprises should study and deploy the countermeasures according to the actual problems of their own commodities. |
