Keywords: college students; Online shopping; Consumer psychology;
China began to apply edi in foreign trade in 1990s. Online bookstores and online shopping activities have formed the website of China Commodity Exchange Market. By 2000, the first online e-commerce transaction in a powerful country was successful. Prior to this, the theory and planning of e-commerce officially entered the implementation method, and the era of online shopping officially opened.
Consumer behavior psychology
First, the analysis of the current situation of online shopping of college students
(A) online shopping consumption behavior is common.
In the university stage, the learning style is flexible and the after-school life is rich. In order to avoid spending too much time buying in physical stores, resulting in insufficient time for their own clubs and homework, many students have the habit of online shopping. Except for ordinary daily necessities, they will buy in the supermarket on campus, and other items can be purchased online, which has a certain promotion effect on the generation of online consumption. Although students have a strong awareness of online shopping, the cost of online shopping is usually relatively low. Because the source of income mainly depends on parents and their personal economic strength is relatively low, many students will moderately consider the level of consumption that they and their families can afford when spending, and there will be no excessive consumption.
(2) There are many kinds of online shopping products.
College students have flexible thinking and strong ability to accept new things, and most of the kinds of goods they can contact in life can be combined with online shopping. The types of goods purchased online include all aspects of life. Under the basic classification of food, clothing and electronic products, online shopping also provides entertainment, study, tourism and other goods with strong service nature. These goods can be displayed in detail from the aspects of group purchase tickets, online classes and online ticket purchase.
(3) College students are targeted in the choice of online shopping platform.
At present, the largest online shopping platform in China is Taobao website under Alibaba Group, and it is also one of the first important websites to enter the concept of consumer online shopping. Taobao's strategic direction starts from the "price war", which can provide consumers with lower prices than physical stores. College students also know this truth, so when choosing an online shopping platform, they generally consider the big platform.
In recent years, China has made great progress in online shopping credit evaluation and service upgrade. Under this premise, the development of e-commerce has been greatly expanded, and many physical stores have become e-commerce models. Other late-start companies use group buying to increase users, and also use multi-person purchase bargaining. Some fresh students will also consider using the new shopping platform.
Secondly, network marketing planning is carried out for college students' online shopping consumption psychology and behavior.
It is an inevitable social behavior for college students to become the main force of online shopping, and their consumption psychology is also the focus of online sellers' attention.
(1) About the product listing plan.
College students pay more attention to "good quality and low price" in online shopping, and merchants should ensure product quality. According to the needs of college students in product modeling, packaging and function introduction, combined with the development trend of this type of products, new product concepts are generated to meet the needs of college students.
(2) product promotion methods.
In addition to optimizing and improving the details page and home page, new product promotion methods are also considered by merchants. As early as in China, the consumption survey report showed that the "Internet celebrity effect" had a greater impact on online shopping consumption of college students, mainly girls. Generally, there are many clothes and cosmetics introduced by "network celebrities", and their market share is relatively large.
In recent years, the live broadcast in China has developed very rapidly. Taobao has begun to combine the promotion of its own products with live broadcast, which can display products in front of consumers more intuitively, and is also a favorable means to promote online shopping consumption of college students.