I. Introduction

? Due to the continuous development of modern technology and economy, e-commerce has also developed, and various shopping websites have begun to rise. Online shopping has also become the most popular shopping method at present. Through the analysis and research on the current situation of college students' online consumption, we can better understand the current situation of college students' online consumption. This analysis takes the students of Kaili University as the investigation object, and understands the current consumption level, consumption motivation and consumption field of college students through analysis. At the same time, it also puts forward reasonable suggestions and methods for college students' online shopping consumption.

Second, the main body

(1) survey background

In China, the most deeply and widely influenced by the Internet are college students with higher education level. As the first group to accept new technologies, college students have a soft spot for computers and the Internet. China Internet Network Information Center (CNNIC) released the 38th statistical report on China's Internet development, showing that the age of online shoppers in China is 18~ 24 years old, accounting for the largest proportion. Judging from the education level of online shoppers, the number of online shoppers among college students has reached 49.3%. As "highly tactile" college students, with the development of network and e-commerce, college students have become the main body of online shopping groups. Based on this thinking, we conducted a questionnaire survey of college students to understand the characteristics of online shopping of contemporary college students.

(2) the purpose of the investigation

Through the investigation of college students' online shopping, we can understand the situation and demand of college students' online shopping, as well as the problems existing in online shopping, and guide college students to establish a correct consumption concept.

(3) the survey object

This survey is mainly aimed at college students, and 58 students are randomly surveyed, of which 25.86% are boys and 74. 14% are girls. Among them, freshman 5 1, sophomore 3, junior 3 1, and senior 3.

(4) The main methods and processes of investigation.

This survey mainly adopts the way of sending online questionnaires, and the final statistics reflect the whole.

Investigation process: the total time is two weeks.

Preparation stage: it takes three days to determine the object of investigation, the division of labor among members, the preliminary determination of the scope of investigation and a general understanding of the selected topics.

Design and distribute the questionnaire: select the questionnaire questions, face the respondents as widely as possible, and conduct in-depth research activities, which takes three days.

Analysis stage: systematically analyze and summarize the questionnaire data, and all members systematically summarize the survey, which takes four days.

Writing stage: it takes two days for members to exchange research experience and establish the report content and writing method according to the results of the first three stages.

In this research activity, due to lack of experience, there are many problems such as not grasping the key points and not being able to distinguish between primary and secondary. , may not reflect the truest side; But we try our best to take this survey seriously and restore the survey results to the greatest extent on our limited ability. However, this activity provided us with valuable learning experience and benefited us a lot.

(5) The main information and data obtained from the investigation.

1. The questionnaire was distributed online. Among them, 96.55% people bought things online in the past three months, and only 3.45% people didn't buy things online. It can be seen that the proportion of online shopping is still very high, which reflects the progress of the times and the rapid development of technology. Most people choose online shopping, which also reflects the convenience and speed of online shopping.

2. The data shows that the main reason for choosing online shopping is "convenience and time saving", accounting for the highest proportion, accounting for 89.66%; Followed by "cheap price" and "complete variety", accounting for 70.69% and 68.97% respectively; The more pertinent choice is "unlimited online shopping time", accounting for 63.79%; Among them, the proportion of choosing "fashionable and interesting" and "hard to buy in physical stores" is less, accounting for 46.55% and 44.83% respectively; Others are the least, accounting for only 13.79%. The main reason why most people choose online shopping is because it is fast, convenient and cheap.

3. The data shows that most college students choose to buy "clothing, shoes and hats" in online shopping, accounting for 84.48%; Secondly, the proportion of "buying daily necessities" and "buying ornaments" is 77.59% and 63.79% respectively; The middle choices are "purchasing electronic products" and "purchasing electronic products", accounting for 50% and 465,438+0.38% respectively, of which "purchasing books" is the least choice, accounting for only 32.76%. In terms of purchase, the purchase rate of clothes and daily necessities is higher, while the purchase of books is less.

4. The survey shows that 25.86% of college students shop online 5-6 times a month, 22.4 1% once a week, 17.24% once a month, 10.34% once a day and below, and 65,434%. This data shows that contemporary college students buy online more frequently. Therefore, the number of online shopping for college students is mainly 5-6 times a month, followed by once a week, and some of them are either once a day or less than once a month, which is divided into two extremes.

The data shows that 55. 17% of college students spend 100-300 yuan, 17.24% spend about 30 1-500 yuan, and 15.52% spend about 100 yuan.

So most college students spend 100-300 yuan on online shopping, which shows that this is an acceptable amount for most people, and only a few people spend more than 1000 yuan on online shopping every month.

6. The survey shows that 77.59% people like free postage, 63.79% like discounts, 44.83% like coupons, 24. 14% like gifts, and 17.24% like others. So most people look at the promotion methods of express delivery and free mail.

7. It is understood that 60.34% people hold a comfortable, convenient and safe attitude towards online payment methods such as online banking, Alipay and Tenpay, 34.48% people hold a comfortable attitude towards online payment methods such as online banking, Alipay and Tenpay, and only 5. 17% people feel uneasy and unsafe.

4. According to the survey data, 27.59% people can only accept 2-3 days in the delivery time of online shopping. This set of data shows that many people hope that the goods can be delivered as soon as possible, and 50% of them can accept 4-5 days, accounting for half of this set of data, which means that the longest time that most people can accept is 4-5 days. Among them, 17.24% chose the longest delivery time of 6-7 days, which is also the longest delivery time that most people can accept. A few people in this set of data chose 8-65 days, and 438+00 days has nothing to do with delivery time. From this set of data, it can be found that most people hope that the delivery time will not be too long and the delivery will be made as soon as possible.

5. According to the survey data, the most worrying factor of online shopping is that the pictures don't match the physical symbols, accounting for 55. 17% of the survey data, that is to say, half of the people are worried about this problem, of which 24. 14% are worried about the quality of the products, and these two major issues are also the most worrying issues of online shopping, and only a few people finally choose.

6. Finally, we can see that 12.07% people are very satisfied with online shopping, 63.79% people are quite satisfied, 22.4 1% people have an average online shopping experience, and 1% people are very dissatisfied with online shopping. Through this set of survey data, we find that most people are satisfied with the online shopping experience.

Three. conclusion

College students are a special social group with their own special consumption concepts and behaviors. On the one hand, they have strong consumer demand; On the other hand, they have not achieved economic independence, and their consumption is greatly restricted. The advance of consumption concept and the lag of consumption strength make college students' consumption show a different general development, and college students' consumption is affected by all aspects, and it will also affect all aspects. For growing college students, their world outlook, outlook on life and values are in a stereotyped stage, and they are easily influenced by parents, teachers, classmates and other social members, so they are highly malleable. Now I put forward the following four suggestions on college students' consumption:

(A) For college students, it is necessary to establish a reasonable consumption concept and treat their own consumption rationally. As a pure consumer, most college students depend on their families for their financial resources, so their consumption should take into account the family's economic situation and parents' affordability, and they should not blindly fall into the misunderstanding of perceptual consumption. Now, some students are profligate and indulge in blind consumption. For example, many college students are addicted to online games recently, which will greatly increase their consumption burden. More importantly, college students will lose themselves in blind consumption and even affect their studies. When asked about college students with insufficient living expenses, they gave the most reasons as "spending money without planning", "online shopping" and "recharging games". Therefore, we should take a warning, establish a reasonable consumption concept and be the master of money.

(B) For college students, we should also strengthen the concept of reasonable savings. Robert, Nobel laureate in economics? Kiyosaki once said: "Financial management has nothing to do with how much money you earn. It is the ability to measure how much money you can keep and how long you can make it work for you. " In the survey, when asked whether to save money every month, half of the college students will save a part of their living expenses every month, but half of them still can't save money every month. Among those who can't save money, most of them are "even if they have extra living expenses, they will all spend them."

(3) Strengthen self-control, stay away from the consumption of prepayment methods such as online loans, learn to protect yourself in consumption, and avoid the invasion of unhealthy social atmosphere such as hedonism, money worship, extravagance and waste.

(D) Schools should strengthen the cultivation of students' consumption concept. The understanding of college students' consumption psychology and behavior should be comprehensive and objective; It is necessary to comprehensively carry out special education on consumption concept closely related to important ideas such as outlook on life, outlook on labor and outlook on money.

(5) From the results of the questionnaire, it can be concluded that rational consumption and moderate consumption are still the main consumption concepts of current college students. At present, there are still a few college students who have a wrong view of consumption, which is related to the negative influence of social environment and the lack of correct guidance and education in families and schools. Contemporary college students may not have their own judgment ability when they are exposed to various things. If what they are exposed to is not benign, and they are not properly guided by their parents and schools in time, they will easily go astray, resulting in adverse consequences and influences. I hope all departments can improve their care for college students, guide them to form a healthy and reasonable consumption concept with good social atmosphere, and escort the next generation of our country.