AbstractWith the rapid development of network economy, people have more and morechoices for shopping. Internet users in universities have high acceptance for newthings and they are more inclined to choose network consumption. Based on thetheories of consumer behaviors, this thesis intended to explore the influential factorsof female college students’ online consumption of cosmetics.This thesis carried out the research through the tool of questionnaires followedwith interviews and by analyzing the data collected, reached the conclusion as follows:First, in terms of inpidual factors, grades and monthly living expenses had positiveinfluence on the behavior of female college students’ online consumption ofcosmetics, but there is no significant difference between different professional femalecollege students’ online consumption of cosmetics. Second, female college studentshad much confidence in the fund safety of the websites while websites did not well inthe protection of consumers’ privacies. Third, whether online shops could offer highafter-sale service and detailed information about products was also one of the maindetermined factors. Female college students preferred online shops of high serviceand good reputation. In addition, the biggest disadvantage of network consumptionthat consumers could not see and try out products had become one of the barriers tofemale college students’ online consumption of cosmetics.41974
KeyWords: Female College Students Cosmetics Network ConsumptionInfluential Factors
摘要随着网络经济的迅速发展，人们购物有了越来越多的选择。大学生网民对新鲜事物的接受度较高，更容易选择网络消费。本文以消费行为理论为基础，总结前人的研究成果，分析影响女大学生网上化妆品消费的因素。本文以调查问卷的方法进行了调查研究，通过数据分析得出以下结论：一、在个人因素方面，年级和生活费对女大学生网上化妆品消费有正向的影响。 但是不同专业的女大学生网上化妆品消费无显著差别。二、在网站因素方面，女大学生对网站的资金安全信任度较高，但网站对隐私安全的保护不到位，这也成为女大学生网上消费的主要顾虑之一。三、网店能否提供优质的售后服务和详细的产品信息也是女大学生网络消费的主要决定因素。女大学生更加青睐于有完善的服务和良好的口碑的网站。另外，网络消费的一大缺陷—消费者无法看到及试用实物也成为阻碍女大学生网络消费的因素之一。 最后， 根据研究发现， 本文对网站及店铺提出相关建议。
毕业论文关键词：女大学生 化妆品 网络消费 影响因素
Contents
Abstracti
摘要..ii
Contents.iii
Chapter One Introduction..1
Chapter Two Literature Review..4
2.1 Theoretical Framework of Network Consumer Behavior..4
2.1.1 Theory of Planned Behavior..4
2.1.2 Technology Acceptance Model5
2.1.3 Diffusion of Innovations.5
2.1.4 Risk Perception.6
2.2 Studies on Network Consumer Behavior6
2.3 Studies on University Students’ Network Consumer Behavior..8
Chapter Three Methodology..10
3.1 Research Questions.10
3.2 Participants.10
3.3 Instrument.11
Chapter Four Results and Discussion12
4.1 Factors Influencing Female College Students’ Online Consumption of
Cosmetics.12
4.1.1 Inpidual Factors.12
4.1.2Website Factors.16
4.1.3 Online Shop Factors.18
4.2 Other Factors Affecting the Behavior of Female Col lege Students ’
Online Consumption of Cosmetics22
Chapter Five Conclusion.23
References..25
Appendix.28
Study on the Influential Factors of Female College Students’OnlineConsumption of CosmeticsChapter One IntroductionWith the vigorous development of the network technology and the changes inpeople’s consumptive conception, network economy has developed rapidly in recentyears. China's Internet economy has accounted for 4.4% of GDP, more than that of theUnited States and Germany. According to Statistical Report on Internet Developmentin China in January, 2016, as of December 2015, China had 688million Internet users,with a yearly increase of 39.51 million. The Internet penetration rate reached 50.3%,up 2.4 percentage points from the end of 2014. Besides, China had 110 million usersof online education, accounting for 16.0% of the total netizens; 152 million users ofonline medical services, 22.1%; 96.64 million who booked a cab and 21.65 millionwho hired a private car via the Internet. With its advantages of convenience andefficiency, network economy quickly seizes the physical consumer markets, andgreatly stimulates domestic consumption. People's consumption is not limited by time,place, regional restrictions, which makes people's life more convenient. At thebeginning of 2016, turnover of Alibaba, a retail e-commerce platform has kept upwith the world's largest retailer- WAL-MART and accounted for 10% of China's totalretail sales of consumer goods. Public Opinion Research Center of Shanghai JiaoTong University released Report on Chinese College Students' Consumer Behaviorand Brand Awareness in 2015, which pointed that more than 80 percent of the students choose the network as their shopping channel. As young people, collegestudents are more ready to accept the new things and they have become one of theconsumer targets of network consumption.
They dare to try new things and pursuefashion, making them different from other groups. When these students will graduateand get into the society, they will be the main force in the network consumption.Since the soaring of network economy, various studies on online consumerbehavior had been conducted. Some studies focused on customer loyalty,consumption behavior characteristics and the influential factors of the behavior ofonline consumption. Some researchers analyzed the behavior of college students’online consumption including the current situation, problems and factors. Thesestudies had provided a relatively rich knowledge about online consumption. However,college students’ online consumption have received few attention. Therefore, thisstudy intended to investigate the factors that determine female college students’ onlineconsumption of cosmetics in the framework of consumption models. Questionnaireswere designed according to the consumption models and released to college studentsin Xuzhou City, northwest of Jiangsu Province.Data would be analyzed based on the questionnaires to explore the factors offemale college students’ consumption of cosmetics and suggestions would be given towebsites and online shops from the perspective of consumers. Online consumption,compared to traditional consumption, are more convenient, economic andinternational. College students, as a special consumer group, pursue novelty, fashionand any fresh occurence and are inclined to choose online consumption. This research would provide more data for the consumption models especiallyfor online consumption. Few studies tried to do questionnaires on such a large scale.Practically, with the development of network economy, Chinese businesses havecreated their own Carnival-Double Eleven, which has become ‘Chinese Consumers’Day’. On November 11, there is always the greatest consumption binge.
However,more problems have also arisen, such as fogged commodity, bad after-sale service,low fund security and so on. Once consumers lose their confidence in online economy,they will turn to other sources of consumption, which will hurt the benefits of onlineeconomy. Therefore, It is necessary to analyze the factors that influence their onlineconsumption and provide some practical data for the websites and online shops.The subsequent chapters of this thesis are organized as follows. Chapter 2establishes the theoretical framework for this study through reviewing the models ofnetwork consumption and summing up previous studies on network consumption andcollege students’ network consumption. Following the review of the literature ,Chapter 3 presents the method employed in the present study including the descriptionof research questions, subjects and instrument. The results of the research arediscussed in Chapter 4. Specifically, it presents an analysis and discussion of thefactors of female college students’ online consumption of cosmetics and givessuggestions. Chapter 5 concludes with the limitations of the study and a discussion onthe implication for further research.