基于网络购物的大学生消费心理研究  

Research about College Students' Consumption Psychology Based on Online Shopping

作　　者：班惠英[1] 

机构地区：[1]中北大学机械与动力工程学院,山西太原030051

出　　处：《山西高等学校社会科学学报》2015年第9期36-38,51,共4页Social Sciences Journal of Universities in Shanxi

摘　　要：随着网络营销模式的不断成熟和发展,网络消费已经深入我们的日常生活,大学生将成为未来的网络消费主体。大学生在网购消费中表现出趋我性、从众性和多元化等心理特点,这些特点受到消费需求、商品价格、商品质量、支付风险和售后保障的影响。为了帮助大学生形成健康科学的网购消费心理,商家、学校和家庭都应该积极参与进来,大学生也要不断地完善自我,提高科学选择消费方式的水平。With the growing maturity and development of the network marketing mode, online consumption has been around in our daily life, and students will become the main subject of network consumption in the future. College students in the process of online shopping consumption show the psychological characteristics of personalization, conformity and diversi- fication, which are influenced by the consumers＇ demand, commodity prices, commodity quality, the payment risks and af- ter-sale guarantee. In order to help college students to develop sensible and scientific online consumption psychology, busi- nesses, schools and families should be actively involved, and college students should also constantly improve themselves and their capacity of scientific choice of consumption patterns.

关 键 词：网上购物 大学生 消费心理 引导 

分 类 号：C913.3[经济管理]