The characteristics and psychology of college students' online shopping behavior Part I "Analysis of the market characteristics and marketing scheme of college students' online shopping"
Abstract: the online shopping behavior of college students is obviously influenced by peers and trends, which is seasonal and timely. Online sellers need to formulate marketing strategies according to the characteristics of online shopping behavior in order to gain competitive advantage.
Keywords: college students; Online shopping market; Shopping characteristics
With the advent of the Internet age, online shopping has become an important shopping channel for college students. As the generation with the strongest ability to accept new things, college students are not only important online shopping customers at present, but also the main users in the future shopping market. For online merchants, it is of great significance to investigate college students' online shopping behavior, understand and seek college students' consumption trends and shopping tendencies, understand contemporary college students' consumption attitude towards online shopping, and make marketing plans. In this survey, Wenzhou University, Wenzhou Medical University and Wenzhou Vocational and Technical College were randomly sampled by grade. * * * 300 questionnaires were distributed, 277 questionnaires were recovered, and 27/kloc-0 questionnaires were valid, with an effective rate of 97.8%. The survey found that the online shopping consumption characteristics of college students are obvious.
Firstly, the characteristics of online group buying are analyzed.
1. The consumption behavior is frequent but small, and the consumption power is limited. According to the survey, 98.7% of college students have online shopping experience, and the goods they buy cover digital products, books, clothes, cosmetics and so on. Shopping platforms include Taobao, JD.COM Mall, Dangdang and Qiyou. In terms of online shopping frequency, the interviewed college students answered? More than once a week on average? Who accounts for 27.4%? More than once a month on average? 49.5% of the students are online shoppers, indicating that most students have a high frequency of online shopping behavior. In the survey of the average shopping amount in the semester, 38.7% of the students answered? More than 2000 yuan? 4 1.3% of the students answered? /kloc-between 0/000 yuan and 2000 yuan? Less than 20% of the students answered? /kloc-less than 0/000 yuan? . Judging from the average cost of each online shopping, 48.5% of students choose? /kloc-less than 0/00 yuan? 30.5% of students choose? 100 yuan-between 200 yuan? About 20.4% students choose? Above 200 yuan? . The survey shows that online shopping is popular among college students because of its low price, convenient payment and limited time and space. However, because this group has no fixed income and limited consumption power, it requires high cost performance.
2. It is obviously influenced by the consumption behavior of peers. In terms of the reasons for choosing a specific online store, the answers of the interviewed college students show the outstanding characteristics of peer influence in this group. Answer? Why did you choose this online shop to shop? At that time, 53.5% of the students answered? A friend introduced you? 24.6% of the students answered? Browsed the online shop introduction and credit rating? Only about 10% of the students answered? Search ranking or website recommendation? . Answer? Why did you choose to buy this product? About 46.4% of the students answered? Recommended by classmates and friends? About 3 1.5% students answered? After reading the product introduction and comments from netizens, have you decided? Do the remaining 18% students have a choice? Advertising? Or? Brand awareness? Wait a minute. It can be seen that the shopping choices of students and peers have a great influence on this group because of the concentration of college students' life in the community, frequent classroom communication, QQ group, WeChat and other forms of communication, and the concentration of consumption preferences is significantly higher than other customer groups.
3. Online shopping behavior is seasonal and periodic. The survey found that in college students' online shopping experience, with the changes of semester and schoolwork period, their online shopping consumption behavior also changed accordingly. For digital products such as computers, most of the respondents said they would choose to buy them at the beginning of the semester, generally because they have abundant funds and more free time during this period. In terms of specific shopping time, more than 60.5% students choose to go back to the dormitory after 8 pm because of this time. It can be seen that the specific time of online shopping is highly restricted by the study and life schedule of college students.
Second, the enlightenment to the network marketing program
According to the characteristics of college students' online shopping, online stores or e-commerce entrepreneurs need to pay attention to the necessary marketing planning for group particularity on the premise of improving product quality and after-sales service, which can start from the following aspects:
1. Adjust the promotion plan according to the students' semester and study and life arrangement. The consumption behavior of college students is influenced by the semester and learning progress, so the online promotion scheme should conform to its seasonal and temporal characteristics. Large-scale digital products, cosmetics and household appliances should be promoted by grades and regions at the beginning of the semester. For example, the consumption needs and preferences of freshmen are relatively fixed, and they need a huge number of digital products, bedding, computer desks and fans when they start school, and they mainly buy them once every few weeks. Network operators should pay attention to the flexible use of centralized promotion, sales combination suits and group purchases, otherwise they will lose business opportunities. Online shop operators should also pay attention to the promotion of college students on weekends, holidays and other time periods, and carry out targeted promotion for graduates, graduate students, student couples and other different groups.
2. Make marketing strategies according to the characteristics of group consumption. It is found that college students' shopping is greatly influenced by classmates and friends, and dormitories and classes often have centralized purchases. Shopping by couples, clubs and fellow villagers' associations is also common, so online shop marketing should pay attention to making use of this feature. First of all, we should pay attention to the quality of goods and after-sales service. Generally speaking, excellent quality is the premise of peer recommendation. Merchants should not blindly reduce prices to promote defective products, but also make necessary explanations to buyers to win praise. This is the basis of group promotion. Secondly, we should focus on the marketing promotion of special group group purchases, such as class clothes, couple clothes, club clothes, team clothes, etc., pay attention to cost performance and color matching, and appropriately launch group promotion activities such as preferential rebates and recommended rebates.
3. Pay attention to the study of college students' brand and choice tendency, and walk in the forefront of the trend. The research shows that college students tend to follow the trend, idolize and pursue brands online, and their consumption behavior is obviously influenced by trend factors such as TV series, cartoons and stars. Take Korean dramas as an example. After the popularity of dramas such as "Heirs" and "You from the Stars", there will immediately be a wave of college students pursuing the same dresses, bags, ties, shoes and hats of the stars in Korean dramas. Online stores that seize the opportunity will benefit a lot. After the popularity of Naruto, souvenirs such as costumes and imitation weapons of anime characters will create business opportunities. Therefore, online merchants must study the latest consumption characteristics of college students, walk in the forefront of the trend, and launch products that are popular with this group.
In addition, for online merchants, college students are not just customers now. With the end of study and the arrival of graduation work, the purchasing power of this group is constantly improving and it has become an important marketing target. We should pay attention to the study of this group's consumption behavior and accumulate good comments.
References:
[1] Liu Shiquan, Cui. Investigation and Analysis on Online Shopping of College Students [J]. University Education, 20 13, (3)
[2] Liu Baoxi, Yan. Analysis and Countermeasures of College Students' Online Shopping [J]. Manager, 20 12, (18)
[3] Yue Shuling. Investigation on Online Shopping Behavior of College Students [J]. Market Research, 20 12, (8).
[4] Jia Yunhua, Wu Danping, Xie Wan. Investigation on online shopping of college students and analysis of related factors [J]. ordinary care, 20 12, (7).
The characteristics and psychology of college students' online shopping behavior Part II "Analysis of psychological advantages and disadvantages of college students' online shopping"
Online shopping has become an indispensable part of college students' life. Many college students get all kinds of psychological satisfaction and material needs through online shopping, and some college students have doubts and distrust about online shopping. Therefore, analyzing the psychological advantages and disadvantages of college students' online shopping will help them understand their online shopping mentality, and also help them to buy online correctly and healthily, avoid blind online consumption and being deceived, and ensure a healthy, orderly and happy college life.
Keywords college students; Online shopping; Psychological advantage; Psychological disadvantage
Contemporary college students are increasingly homesick and inseparable from the Internet. Almost all of their food, clothing, housing and transportation are solved through the Internet. Therefore, online shopping for college students is becoming more and more popular. Research shows that college students have online shopping experience, accounting for three quarters of the total number, and about 54% of students can't accept the cancellation of online shopping, which shows that online shopping is indispensable for college students [1].
Some studies believe that the direct motivation of college students' online shopping is the diversification of product selection, novelty and fashion, wide range of price selection, economic benefits and convenient and flexible purchase methods [2]. This is mainly from the perspective of online commodity factors, and from the perspective of college students themselves, what are the psychological advantages and disadvantages of online shopping?
First, the psychological advantages of online shopping
(A) to ensure the stability of daily life
When you need something, even if you don't have time to go shopping in class from Monday to Friday, you can use your spare time to buy it online. For college students, it will undoubtedly ensure the study time and the purchase of needed items, which can make their hearts settle down and save trouble and effort.
(2) Ensure free time arrangement.
In real life, sometimes after a day's shopping, you may not be able to buy satisfactory items, which is time-consuming and laborious and affects your mood. Through online shopping, you can shop around on the same computer in a limited time, and you can also see the feedback from customers who have already bought it, saving time and effort, and you can make a choice after weighing. Moreover, the time of online shopping depends on your actual situation, and free arrangement and choice can also relax your mood, so that you will not be tired and disappointed after shopping all day.
(3) Get unexpected surprises.
Many college students will hold online stores to engage in discount activities or snap up items when they have discounts in different seasons. When they buy goods at a discount of only 10% in a real physical store, there is often a kind of person. Earned it? Surprise, you will also feel a sense of accomplishment. The same goods, the same value of RMB, but the same money you can buy many pieces, physical stores can only buy one. You think you are good at managing money. After all, the financial resources of college students mainly depend on their parents. Saving money is a good thing, and this situation will also form a habit, which will give people an experience of getting unexpected surprises or excitement.
(D) to meet the psychological comparison with others
As mentioned above, online shopping products will be sold at more favorable and cheaper prices than physical stores, which will, to a certain extent, allow consumers to buy what they want at preferential prices. However, in the case of bad economy and strong vanity and comparison, some students will buy the same and affordable items online to fill their inner emptiness, so as to satisfy their vanity and comparison.
(5) can't stand the temptation.
When dormitory roommates share their successful experience in Taobao, or see that the items they have been thinking about for a long time have finally been reduced in price, or there is enough balance in their bank cards or Alipay, it will affect or tempt college students to buy online. Compared with cash consumption, online banking will make college students feel as if they can't spend much money, which greatly increases the probability of online shopping.
(6) the herd mentality of not wanting to lag behind
Generally speaking, what you think is what you think; What everyone does, they follow suit. This is the phenomenon of conformity. Conformity is mainly manifested in psychological conformity and behavioral conformity. Psychological conformity is manifested in what most people think and what they think; Conformity shows that most people do what they do. When others think that this is an era of online shopping, people who don't do it are backward or backward. Even if they don't belong to the trend of the online shopping era, when they see that all the students around them are shopping in unison, in order not to let themselves fall behind and leave the group, they have a herd mentality of being unwilling to lag behind, chasing the trend and keen on online shopping. Because the university is a place where peers are very concentrated, the convergence of consumption makes it easy for college students to produce conformity psychology under the influence of roommates, classmates and friends.
Second, the psychological disadvantage of online shopping
Some studies have also found that many college students are actually worried and afraid about online shopping. The main psychological obstacles that hinder college students from online shopping are: brand, price, quality, reliability and shelf life of products, and whether the information richness, screenability and comparability of similar products on the website can meet the buyer's expected standards. In addition, the security and convenience of online transactions are also influencing factors. Boys are more skeptical about the reliability of website information, while girls are more skeptical about the quality of online shopping products. Seeking pleasure, honesty and honesty are the main consumption motives of college students online shopping, and there are significant differences between men and women. Boys value convenience, while girls value price more [3]. In addition, the learning channel of college students' online shopping is also one of the factors they question. Their learning channels are mainly through friends' introduction, website publicity, online advertising, online contact, TV newspaper and magazine advertisements, leaflets and so on. If it is introduced by a friend, the credibility is relatively high, but there are strong doubts about other channels. In addition, online shopping is convenient and fast. If you buy unsatisfactory goods, it is also a very troublesome thing to return them. Therefore, some college students are also defensive and resistant to online shopping channels.
Generally speaking, the life cycle of online shopping can be roughly described as follows: in the early stage of online shopping, once it is successful, it will gain freshness and excitement, so it will continue online shopping; If online shopping fails at the beginning, novices will often be disappointed, feel that returning goods is very troublesome, and accept the fate of spending money to buy lessons, and online shopping will probably not continue. For novices who get unexpected surprises in the early days of online shopping, they will be addicted to online shopping because of their success, so that they will continue their happiness and sense of accomplishment by online shopping day and night. The more frequent and longer the online shopping, the more people will enter? Itching? (tired, lack of freshness) stage, at which all the goods are a little dissatisfied and require a return. When returns become the norm and habit, frequent returns and payment of return freight often affect the mood of online shoppers to a great extent. In this case, the online shopping cycle has entered the final stage. This is a life cycle of online shopping. After that, online shoppers may continue to shop online for a while.
Third, reasonable and scientific online shopping.
Online shopping for college students is mainly due to its convenience, variety and affordable price. But I also heard that college students were cheated on the Internet. For college students, the basic cost of living comes from family elders and belongs to pure consumers to a great extent. There are also many college students who have the heart of comparison and vanity. These students will pursue high-quality and low-cost online products with limited living expenses, and online scammers often catch the students' mentality. Therefore, we suggest that college students' online shopping should be scientific, reasonable and moderate according to their actual situation. For online shopping products, read more comments from customers who have bought them, shop around and listen to the opinions of people with online shopping experience. Don't shop blindly, and don't be deceived because of greed. For college students, the main task is to study and recharge, and it is unrealistic to show off the comparison. If necessary, moderate online shopping, spend more time and energy in learning, accumulating experience, interpersonal communication, social practice and so on. Do online shopping only when necessary, do not blindly indulge or be greedy, and shop purposefully, which can not only ensure your daily needs, but also not interfere with your normal study life; It can not only make online shopping pleasant, but also moderate, scientific and reasonable, thus reflecting the real value of online shopping to college students' lives.
References:
Wang Yuxin. On the psychology of online shopping of contemporary college students from the perspective of sociology [J]. Academic Theory, 2013,3: 70-71
[2] Yang Yuanyuan, Zhang Lufa. After 90? A Study on Online Shopping Behavior of College Students [J]. Business Culture, 2012,9:120-12/.
[3] "Online shopping for college students: boys pay more attention to convenience, girls pay more attention to price" China Youth Daily, 2009,10,31.
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