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摘要大学生网购被很多国内外学者研究过，但多数研究局限在大学生网购的行为影响因素，发现这类研究文献并不能够给网店创业者提供有效的建议、帮助，针对互联网日新月异的特点，结合对过往文献的通读，进一步阐述偏好、流行、热点的定义并结合网购对网购偏好、热点进行分析，提出网购群体效应这个概念，最后做出大学生网购热点模型，将大学生网购热点分为三大类，网购、群体效应、内在感知，其包含23项热点问题，对这23个热点问题进行梳理和筛选，通过对杭师大学生做出关于网购热点的预调查，最终提出了9个相关的假设,然后采用问卷调查和统计分析对假设进行了检验，采用问卷调查的形式，得出数据，依据所得数据做出正伪检验，其中唯有假设检验H4：商品评价对大学生购物起到决定性影响被证伪，其他假设检验均成立，根据实证与调查，最终针对大学生创业人群和网购平台提出七点建议，低单价日用商品、重视无线端详情页的优化、如实描述商品、精简描述篇幅、优先选择支付宝端口、选择大学名人代言、注重商品监控。46786
Abstract：Students studied a lot of online shopping are scholars, but most limitations of college students online shopping behavior factors and found that this type of research literature is not able to shop entrepreneurs to provide effective advice and help for changing the characteristics of the Internet, combined with the past read the literature, and further elaborate the definition of preferences, popular, hot and analyze, propose the concept of online shopping group effect, and finally make college students online shopping hot model, hot college students are pided into three categories of online shopping, online shopping, group effect, internal perception, which contains a total of 23 hot issues, these 23 hot issues to sort and filter, made nine related assumptions for the later proposal, laying the groundwork outlookIn the form of questionnaires, draw data and make the data obtained on the basis of being a pseudo-test, which only hypothesis testing H4: product reviews play a decisive impact on college students shopping falsified, other hypothesis tests are set up, and according to the empirical investigation, eventually made seven recommendations for Collegiate Business groups and online shopping platform, low-priced household goods, pay attention to the details page to optimize the wireless side, accurately describe the merchandise, streamlining the description space, prefer Paypal port, select the University of celebrity endorsements, focusing on commodities monitored.
毕业论文关键词：大学生； 网购； 偏好；群体效应
Keyword: University student； Online shopping； Preferences；Group effect
目 录
1绪论
1.1研究背景和意义..4
1.1.1研究背景...4
1.1.2研究意义...4
1.2研究内容....4
1.3研究方法....5
1.4技术路线....5
1.5本文创新点7
2.文献综述.7
2.1网购偏好、流行和热点研究综述..7
2.2中大学生网购相关研究综述..7
2.3研究存在的问题..9
3.大学生网购热点分析与假设.9
3.1大学生网购热点相关概念定义..9
3.2大学生网购偏好理论分析..9
3.2.1 大学生网购偏好的概念.9
3.2.2 大学生网购偏好的心理特征10
3.2.3 大学生网购偏好的研究成果.11
3.3 大学生网购群体效应分析..11
3.4 大学生网购热点初步调查..12
3.5 大学生网购热点理论分析和假设...14
4.在校大学生网购消费热点调查与实证...15
4.1问卷的设计..15
4.1.1问卷的内容.15