Based on the market survey of college students' online shopping consumption structure, this paper analyzes the acceptance, consumption structure differences and dependence of college students' online shopping, puts forward differentiated marketing strategies for enterprises, and guides China online stores to explore the market and seek better development.
Keywords: differentiated marketing of college students' online shopping consumption structure
First, the status quo of college students online shopping and analysis of the reasons
First, college students in China have a high degree of cognition and acceptance of online shopping.
At present, college students have widely recognized and accepted online shopping as a new form of consumption, and only a few college students have never been exposed to online shopping. According to the chi-square test of independence, the difference of college students' gender, grade and hometown will affect the frequency of online shopping, and gender, grade, hometown, college type and major will affect the number of online shopping last month.
Secondly, the differences in online shopping consumption structure of college students, gender, grade, native place, college type and major all have an impact on online shopping tendency.
Most boys and girls are most inclined to buy clothes online, and gender differences can't reflect the differences in buying clothes. But interestingly, apart from clothing, the online shopping tendency of boys is followed by digital products, while girls are more inclined to buy cultural and entertainment products, beauty and hair care products and shoes.
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