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摘要随着互联网的普及，电子商务企业的发展，网络购物已经成为人们日常生活中的普遍行为。在校女大学生作为大学生群体中网络购物的主力军，其网购的消费心理、消费能力、消费方式都与其他群体明显不同。46955
在校女大学生在网购中也扮演着越来越重要的角色。本文通过对在校女大学生网络购物的整体特征和网购偏好进行分析，然后将整体特征分成三个方面，网购偏好分成5个类别进行调查研究，利用问卷调查的方式对在校女大学生网络购物进行调研，分析得出大三和生活费在2000元以内的在校女大学生更加偏爱网购，同时发现在校女大学生偏好购买200元以内的商品，偏好购买鞋帽服饰，并开始注重服务质量，集体购买的形式逐渐体现，偏好选择自己信赖的网上商店或商品的现象也逐渐明显，但是她们对自身的网络消费观念仍然不清晰。据此电商可以制定相应的对策加强潜在在校女大学生网购消费人群的培养，促进我国网购体系的完善，电子商务市场的长远发展。
毕业论文关键词：网络购物； 偏好； 在校女大学生
Under the popularity of the Internet and the development of e-commerce, online shopping has become an universal behavior in people’s daily life. As the main force of college students in online shopping, college students’ consumer psychology, power of consumption, the consuming intention, pattern of consumption are different from others.
Female college students are also playing an increasingly important role in online shopping. This thesis is based on online shopping feature and online shopping preference of the female college students, and then piding the feature into three areas, online shopping preference into five categories investigation. Studying the online shopping preferences of female college students by adopting a questionnaire. And finally drawing the conclusion that female college students who are junior students and living costs less than 2000 yuan more prefer online shopping. And female college students prefer to buy the product which price is in 200 yuan. They prefer to buy shoes, hats and clothes. The phenomenons that they prefer to choose their own reliable online store or commodity and buy products with others are obvious. And they begin to pay attention to the quality of service. But their own Internet consumption concept is not clear. Based on the statistical data, suggesting the e-business suppliers and to make recommendations to cultivate potential male online shopping consumer groups to promote the improvement of China's online shopping system and promote the development of e-business.
Keyword: shopping online； preferences； female college students
目录
1绪论 3
1.1 研究背景和意义 3
1.1.1研究背景 3
1.1.2研究意义 3
1.2研究内容 4
1.3研究方法 4
1.4技术路线 4
1.5本文创新点 4
2.1网络购物相关文献综述 5
2.2大学生网络购物相关文献综述 5
2.3研究存在的问题 6
3在校女大学生网络购物偏好的理论分析与假设 7
3.1在校大学生网络购物相关概念界定 7
3.1.1网络购物相关概念及定义 7
3.1.2网络购物偏好的界定