Research On The Influencing Factors Of College Students’ Online Shopping And Enterprise Marketing Strategy In Kyrgyzstan

Kyrgyzstan has a small economy,a small domestic market,and incomplete infrastructure construction.It lags far behind China in e-commerce,but Kyrgyzstan’s e-commerce is also developing rapidly,and Kyrgyzstan’s Internet penetration rate and the proportion of e-payments are rising rapidly.Consumers are becoming more and more interested in e-commerce,and e-commerce is an important economic growth point for Kyrgyzstan.We take Kyrgyzstan university students as the research object,obtain basic behavioral data of Kyrgyzstan university students’ participation in online shopping through questionnaire surveys,provide marketing policy basis for relevant online companies.Research shows that: web design has no significant relationship with the perceived value of online shopping by Kyrgyzstan university students;the other six independent variables such as website security have a significant positive correlation with the perceived value of online shopping by Kyrgyzstan university students;all the independent variables selected in this article are related to the flow experience of online shopping by Kyrgyzstan university students Both show a significant correlation;consumer flow experience and the perceived value of online shopping by Kyrgyzstan university students show a significant positive correlation;the intermediary variables in this article have no significant effect on the planned online shopping behavior of Kyrgyzstan university students,but have a significant impact on the impulsive online shopping behavior of Kyrgyzstan university students.Significantly affected.Based on the above research conclusions,the article proposes measures for network companies to improve network marketing from multiple dimensions such as products,prices,marketing,channels,services,and advertising.