[优秀毕业设计精品] 大学生毕业网购行为分析研究版.doc

本科毕业设计（论文）I摘要随着互联网技术的普及，电子商务已成为我国新兴的商业运营模式。而网上购物作为电子商务中的重要组成部分，正以一个惊人的速度发展着。网上购物打破传统购物中的地域、政治、时间等的限制，同时可以使消费者更便捷地进行购物信息搜集和购买商品。特别是对现代大学生来说，大学生作为一特殊消费群体，接受新生事物能力强，而且他们有大量的可支配闲暇时间，但是可支配时间相对来说比较零散，再者，许多大学新校园都分布在离商务区比较远的地区，这在一定程度上限制了大学生外出消费。而采用网上购物，大学生在自己的寝室可以就可以买到称心如意的商品，网上购物的优势就体现出来。因此网上购物也越来越受大学生们的青睐，大学生们也已然成为网上购物的主力军。本文以问卷调查为主，访谈、资料调查为辅去了解大学生当前的网上购物现状，并运用统计学方法分析他们网络购物的行为的特征、过程,存在的问题和个人客观因素、外界因素对网购行为的影响还针对大学生的网络消费行为对网络经销商的经营项目规划、网店形象维护及定价策略和客户关系管理几方面给出了建议同时还针对大学生网购过程中存在的问题，对大学生网上购物提出几点建议。【关键词】网络消费电子商务网商MannwhitneyU检验Spearman等级相关分析本科毕业设计（论文）IIABSTRACTWiththepopularityofInternettechnology,ecommercehasbecomeChinasemergingcommercialoperationmode.Onlineshoppingastheimportantconstituentofecommerceisdevelopingatanalarmingrate.Theshoppingonlinebreaktraditionallimitofregional,politics,time,andcanmakeconsumersmoreconvenientlyoninformationcollectionandbuygoods.Especiallyinthemoderncollegestudents,collegestudentsasaspecialconsumergroups,theyhavestrongabilitytoacceptnewthings,andtheyhavealotofdisposableleisuretime,butdisposabletimerelativelyscattered,moreover,manynewuniversitycampusisdistributedintheregionisfarawayfromthebusinessdistricttotheextentthatlimitstheconsumer.socollegestudentsshoppingonline,inhisbedroomcanstudentscanbuygratifiedflexiblycommodity,onlineshoppingadvantageisreflected.Soshoppingonlinealsobecomemoreandmorethefavourofcollegestudents,andthestudentsalsohasbecomethemainstayofonlineshopping.Thisessaymainlythroughaquestionnaire,interviews,datasurveys,supplementedbycollegestudentstounderstandthecurrentstatusofshopping,andusestatisticalmethodstoanalyzetheironlineshoppingbehaviorcharacteristics,processes,problemsandpersonalobjectivefactors,externalfactorsontheNetpurchasebehaviorAtthesametime,thisessaycouldofferadvicestoecommerceenterprisesonbusinessstrategyaboutbusinessprojectplanning,onlineshopimagemaintenance,pricestrategyandcustomerrelationshipmanagementonthebasisofcollegestudentsonlineconsumptionbehaviors.butalsoanetworkforcollegestudentstonetworkdealerconsumerbehaviorbusinessprojectplanning,maintenanceandpricingstrategiesshopimageandcustomerrelationshipmanagementaspectsoftheproposalspresentedAndofferadvicestocollegestudentsonthebasisoftheproblemsthatexistinonlineshopping。【Keywords】NetworkConsumptionECommerceNetrepreneursMannWhitneytestSpearmanrankcorrelationanalysis本科毕业设计（论文）III目录第一章绪论..............................................................................................................1第一节研究背景分析.......................................................................................1第二节研究问题提出.......................................................................................2第三节研究内容...............................................................................................2第四节研究目的与意义...................................................................................3第二章文献总述......................................................................................................4第一节国内外网上购物行为分析的研究.......................................................4一、基于消费者行为理论对网购影响因素的研究......................................4二、基于TAM模型对网购影响因素的研究..................................................5第二节大学生消费相关研究.............................................................................6一、大学生消费总体消费观研究..................................................................7二、大学生消费行为相关研究......................................................................7第三节总结.........................................................................................................8第三章调查研究方法及设计....................................................................................9第一节调查研究方法.......................................................................................9一、调查对象和方法......................................................................................9二、调查意义及目的....................................................................................10第二节问卷设计及发放.................................................................................10一、调查问卷的设计....................................................................................10二、问卷发放方式说明................................................................................11第三节统计方法概述.....................................................................................13第四章调查统计分析..............................................................................................15第一节大学生网络购物行为特点分析.........................................................15第二节大学生网上购物原因分析.................................................................18一、选择网上购物原因分析........................................................................18二、不选择网上购物原因分析....................................................................20第三节大学生购物过程分析...........................................................................20一、需求确认................................................................................................20二、收集信息................................................................................................21三、比较选择................................................................................................22四、进行购买................................................................................................22五、购后评价................................................................................................22第四节大学生网络购物存在的问题...............................................................23一、网购安全性和可靠性问题....................................................................23二、物流配送问题........................................................................................24三、网购法律制度不健全............................................................................24四、无法满足大学生消费者的社交需求问题............................................25五、超前消费与攀比消费问题....................................................................25第五节大学生网络购物行为影响因素研究...................................................25本科毕业设计（论文）IV一、个人因素研究........................................................................................26二、外部因素研究........................................................................................30第五章研究结论和建议..........................................................................................32第一节结论.....................................................................................................32第二节建议.....................................................................................................33一、网络经销商营销策略建议..............................................................33二、大学生网购建议....................................................................................34第六章研究不足与未来研究方向..........................................................................35第一节研究局限性...........................................................................................35第二节未来研究方向.......................................................................................35致谢..........................................................................................................................37参考文献......................................................................................................................38附录..........................................................................................................................39一、英文原文.......................................................................................................39二、英文翻译.......................................................................................................45三、问卷...............................................................................................................49