Today, with the rapid development of network information, the online shopping environment has brought great changes to people's consumption habits, and the influencing factors mainly include the following aspects:
(A) psychological factors
For college students, the main factor affecting their online shopping consumption behavior is psychological factors. The reason why consumers have online shopping behavior is mainly because of some driving force, which is also the driving force of all behaviors. The motivation of college students' online shopping is undoubtedly a fast and convenient way of consumption. The network provides a convenient communication bridge between manufacturers and distributors, simplifies many operating procedures in physical shopping and makes the shopping process simple and convenient. At the same time, the network has also built a good communication platform for sellers and buyers, so that consumers can avoid wasting too much selection time, make consumption not limited by time and space, and provide consumers with more convenient services.
(2) Personal factors
1. Attitude Consumers' purchase behavior is mainly caused by purchase intention, and attitude is an important factor affecting purchase intention. Attitude also mainly affects consumer behavior through purchase intention. In online shopping, consumers are influenced by "attitude" factors, mainly from the seller's service attitude, specifically, in the process of consulting goods, the seller's speed and tone of answering questions, as well as delivery speed, logistics speed and other services. These "attitude" judgments will affect the specific consumption behavior of college students.
2. Satisfaction. Satisfaction actually refers to the difference evaluation between the actual quality and the expected quality of the purchased goods or services after the customer receives the goods. The core content of e-commerce customer relationship management is customer satisfaction and consumer online shopping evaluation, which will have a great impact on corporate reputation and consumers' final purchase decision. Consumers' online shopping satisfaction can be analyzed from the following aspects, including overall satisfaction, website satisfaction, product satisfaction, payment satisfaction, distribution satisfaction and after-sales satisfaction, which can also be judged through more detailed content.
3. A sense of security. Consumers will inevitably encounter all kinds of risks in the process of consumption, some of which are predictable and others are sudden. Consumer behavior is a kind of behavior that needs to take risks. In the process of consumption, people will try to avoid risks or try to face smaller risks. Here, the sense of security is closely related to risk. Because of the networking, virtualization and digitalization of online shopping, consumers feel more risky than the traditional shopping model. Therefore, when consumers perceive high risks, they need to seek different ways to reduce risks, such as communicating with sellers in time, paying attention to the reputation evaluation of sellers and so on.
(3) External factors
1. Price factor. In the process of online shopping, the cost performance of goods is one of the main factors that consumers pay attention to, and there is no doubt that good quality and cheap goods can attract consumers the most.
2. Brand effect. The influence of brand effect in online shopping can not be ignored. Brand effect has a greater impact on online shopping than physical consumption, and can effectively help consumers make decisions. Brand can help consumers to reduce the cognitive process of general commodities, reduce the risks of commodities, increase consumers' confidence, thus improving consumers' willingness to buy and providing effective reference and help for consumers to buy commodities.
Second, the advantages and disadvantages of online shopping environment for college students
The arrival of the online shopping era has brought many influences to college students, both positive and negative, which requires college students to strengthen their understanding and rational consumption.
(A) the positive impact of online shopping on college students
With the popularity of online consumption, many college students now spend a lot of time, money and energy on online shopping. The survey shows that online shopping has become a part of the daily life of college students, most of whom are women. They generally believe that online shopping can meet their basic needs, and even some people always pay attention to the latest developments of websites, even if they don't need anything. Online shopping is relatively cheap, time-saving and labor-saving, which is the main reason for most college students to choose. Online shopping can fully understand what you are interested in, such as product specifications, appearance, parameters, price, functions and so on. After fully understanding, you don't have to rush to buy, you can fully compare and choose. Besides, it is easier to search for goods online. In addition to avoiding shopping fatigue, you can also buy goods that are difficult to buy in physical stores. The competition between shopping websites has also brought many affordable goods to students, and the emergence of many new forms of online shopping, such as group buying and bargain hunting, has also enriched students' spare time and made people feel that they are worth their money.
(B) the negative impact of online shopping on college students
Online shopping not only provides us with more high-quality goods, but also wastes a lot of time, energy and money to some extent. At the same time, many students hold a negative attitude towards online shopping. The main reason is their distrust of brand, price, quality, reliability and shelf life. There are also some problems mentioned above, such as safety, virtuality, receiving speed and after-sales service.