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论文编号：	10130
作者编号：	2120152978
上传时间：	2018/6/9 11:24:51
中文题目：	大学生网购信息搜寻行为研究
英文题目：	Research on the searching behavior of online shopping among college students
指导老师：	王知津
中文关键字：	信息搜寻行为；大学生；消费者；网络购物
英文关键字：	information searching behavior;college student;consumer;online shopping
中文摘要：	伴随经济快速发展，大众的物质生活与商品类型也日渐丰富，产品的更新速度飞快，并且产品特性同样越来越复杂。网络购物的发展，为大学生购物提供了极为方便的消费方式。网上购物对于大学生消费者来说有利有弊，好的方面是网上购物能为他们提供更多选择，但在选项增加的同时，也极大加重了他们的选择难度。大学生消费者对产品的了解以及他们搜索产品的能力与时间毕竟有限，在作出购买决策前还存在很多不确定性或潜在的风险。进行产品信息搜寻是一个不可或缺的网购行为。对电商而言，系统、深入分析大学生在网络购物时搜寻信息的行为，围绕其搜索行为来制定可靠的营销方案，是非常有利的。 本研究中，笔者采用问卷调查、访谈等方法，详细调查及分析了大学生中消费者搜寻产品过程中表现出的搜索类型、搜索时间以及信息源，同时对比了不同性别及不同年龄段的消费者在以上方面存在的差异。随后，笔者分析了哪些因素能够影响大学生这一消费群体的搜索行为，并将这些因素归纳为九项因素，主要包括网络信任和产品知识等。并构建出了大学生网购信息搜寻行为影响因素模型。最后，按照相关结论，围绕大学生这一消费群体，提出了可靠的营销建议，希望能够为电商发展提供有利参考。
英文摘要：	With the rapid development of economy, people's material life and commodity type are increasingly getting rich. The product updates are fast, and its features are also becoming complex. The development of online shopping provides college students a lot of convenience to buy goods. Online Shopping has its pros and cons. The adventage is that it can offer college students more options, but it also makes them more difficult to choose with a increased option range. Due to the little understanding of products and the limited searching ability and time, there are many uncertainties and potential risks before making purchase decisions.Thus searching for product information becomes an indispensable procedure of online shopping. For e-commerce, it is very advantageous to systematically and deeply analyze the searching ?behavior during the online shopping for college students, and to formulate a reliable marketing plan around their searching behavior. In this study, the author uses the methods of questionnaire investigation, interview, and deeply investigates and analyzes the searching type, searching time and information sources while college students are searching for products, and compares differences accroding to different genders and different gaps in terms of the above aspects. Then, the author analyzes which factors can influence the searching behavior of college students, and summarizes these into nine factors, including network trust and product knowledge. It also builds the model of influencing factors of searching information behavior during online shopping of college students. In the end, according to the relevant conclusion, the author puts forward some reliable marketing suggestions about the college students' consumption group, and hopes to provide favorable references for the development of e-commerce.
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