Analysis of influencing factors of college students online consumption

I think if you want to analyze the factors that affect college students' online consumption, then you can first do a questionnaire survey of college students to see what will interfere with their online consumption. Or what kind of consumption are they doing on the web?

1. The concept of consumption is complex, and perceptual consumption is dominant.

College students have no economy, poor economic independence, no basis for consumption, and the non-independence of the economy determines that college students have little experience in independent consumption, and cannot rationally measure the value and cost of consumption. College students have not formed a complete and stable concept of consumption, self-control ability is not strong, most of the consumption is induced by the first propaganda or by the influence of classmates around the random consumption, impulsive consumption. This is also the result of the demonstration effect of college students' consumption.

According to the survey, 30% of college students have mobile phones, but there is a great blindness to the consumption of mobile phones. Some of the college students who own mobile phones have the need for communication and the family economic conditions allow; the other part has communication needs, but the family economic conditions cannot afford to move forward consumption; There is also a part of extravagant consumption that has neither the need for communication nor the financial burden of the family. Luxury consumption is caused by the demonstration effect of college students' consumption and the psychology of comparison.

2. Students are highly loyal to the brand.

To a certain extent, college students will believe in their own real experience, and if they use a certain brand product to produce a good experience, they will insist on using it, so as to gradually form a fixed preference, and finally form a habit of use, and maintain good loyalty to this product. For example, shampoo, the smell of perceptual cognition, ***, the effect is obvious, will prompt them to continue to use it.

3. Diversification of consumption tendencies.

The 21st century is an era of increasingly rich material and spiritual life, and contemporary college students are no longer satisfied with the monotonous life of dormitories, classrooms, and libraries. Entertainment, sports, mobile phones, computers and new IT products have become hot spots for college students. The consumption of college students has shown a clear trend of diversification.

If the economic conditions allow, most students will travel, go to song halls, bars to spend, or buy computers, mobile phones, ***, reflecting the desire of college students to go out of the campus, integrate into society, and have a high-quality life.

The surrounding environment and peer groups have a great impact on the consumption of college students, but the biggest is the consumption concept developed since childhood. Some families do not pay attention to developing their children's concept of money, resulting in everyone agreeing to the clouds, while some families are well cultivated, and children have their own opinions about money.

College students don't earn money, and their parents usually pay for their education. Most of the students are sensible and don't spend money indiscriminately.

There are many factors, falling in love, shopping, buying clothes, and so on.

The analysis of the influencing factors of college students' consumption behavior is as follows:

1. Attitude. Consumers' purchase behavior is mainly caused by purchase intention, and attitude is an important factor affecting purchase intention. Attitudes also have an impact on consumer behavior mainly through purchase intentions.

In online shopping, consumers are affected by "attitude" factors, which are mainly from the service attitude of sellers.

Specifically, in the process of consulting the goods, the speed of the seller's problem, the tone of the problem, as well as the speed of delivery, the speed of logistics, etc. These "attitudes" will affect the specific consumption behavior of college students.

2. Satisfaction. Satisfaction refers to the evaluation of the difference between the actual quality and the expected quality of the goods or services purchased by the customer after receiving 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 decisions.

Consumers' online shopping satisfaction can be analyzed from the following aspects, including overall satisfaction, ** satisfaction, product satisfaction, payment satisfaction, delivery satisfaction, and after-sales satisfaction, and these aspects can also be judged by more detailed content.

3. A sense of security. Consumers will inevitably encounter various risks in the process of consumption, some of which are foreseeable and some of which are sudden. Consumption behavior is a kind of risk-taking behavior, in the process of consumption, people will try to avoid risks or try to face smaller risks, and the sense of security here is closely related to risks.

Due to the networking, virtualization, and digitalization of online shopping, consumers have a greater sense of risk than traditional shopping models. Therefore, when consumers perceive a higher risk, they need to seek different ways to reduce the risk, such as communicating with the seller in a timely manner, paying attention to the seller's reputation evaluation, and so on.

At present, the consumption of college students presents two main characteristics: first, the improvement of people's living standards has led to the improvement of college students' consumption level, which is manifested in changes in quantity and structure; Second, there are obvious differences in the consumption of college students.

The consumption composition of college students is gradually in line with social development. College students go out to dinner, invite friends to dinner, travel, and have more expenses in communication networks, as if the college student circle has become a small society, and college students are more aware of the need to get in touch with some new ways of life and consumption in the society early, and then integrate into the society early.

The gradual recognition and acceptance of consumption methods such as bank cards and credit cards shows that college students, as an active group in society, have not been able to keep up with the society in terms of economic strength, but their consumption awareness has long been synchronized with social development.