双十一购物节对大学生消费行为的影响

发布时间：2018-06-29 19:19

本文选题：双十一购物节 + 大学生　；参考：《东北师范大学》2017年硕士论文

【摘要】：互联网的发展,使人类进入了信息化时代。在这个崭新的时代中,网络购物逐渐走进人们的生活,并且成为人们生活中重要的一部分。网络购物改变了传统的消费方式和消费理念,以其特有的优势深入人心。2009年以前应该说网络消费,虽然能够快速增长,但终归是一种相对平缓的发展。但自2009年双十一的诞生,无论是对网络购物的交易额增长,还是对消费者网络行为都产生了巨大影响。从2009年到2016年,双十一一次又一次创造了中国的消费奇迹。同时,大学生作为对互联网这一新事物接纳和吸收最快的社会前沿群体,他们眼光敏锐、反映迅捷、充满活力,这不仅推动了互联网的快速发展,而且已经成为网络消费的主力军。鉴于双十一对于网络消费的影响以及大学生在网络消费中的重要地位,笔者决定将双十一购物节对我校大学生的网络消费行为影响作为研究对象。本文主要以东北师范大学在校大学生为研究对象,采用问卷调查法对大学生网络消费行为的指标,即消费商品类型,消费时间,消费方式,消费需求,重复购买,购买频率,购买价位等情况进行数据收集。在掌握了一定数据的基础上对大学生网络消费行为指标进行描述性的统计分析。在评析的过程中笔者认为,双十一通过内外两种因素共同作用于大学生网络消费行为。外部因素主要包括:双十一营销场景的构建、广告宣传和促销活动以及参照群体的影响;内部因素主要包括“一万小时”定律在网络购物上的运用以及自制力释放、预期后悔式购买、“囤货式购买”情况下的尝新选择等心理因素的影响。通过这两种因素的影响,大学生积极投身到了双十一活动当中。值得注意的是,大学生在双十一的网络消费行为存在一定的问题,比如跟风消费、冲动消费、超前消费等。针对此问题,笔者认为应该从净化大学生消费环境、树立正确的家庭消费观念以及大学生自身应该树立良好的消费观三个方面来帮助大学生树立正确的、理性的消费观念。最后,本文从电商的角度,为电商如何能够吸引大学生消费群体提出了建议。
[Abstract]:With the development of the Internet, human beings have entered the information age. In this new era, online shopping gradually into people's lives, and become an important part of people's lives. Internet shopping has changed the traditional consumption mode and consumption concept, with its unique advantages deeply popular. Before 2009, we should say that network consumption, although it can grow rapidly, but it is a relatively slow development. But since the birth of Singles Day in 2009, both the growth of online shopping transactions and consumer online behavior have had a great impact. From 2009 to 2016, Shuang11 once again created the Chinese consumption miracle. At the same time, college students, as a group of people who accept and absorb the fastest new things about the Internet, have a keen eye, quick response and vitality, which not only promote the rapid development of the Internet, but also promote the rapid development of the Internet. And has become the main force of network consumption. In view of the influence of "double Eleven Day" on network consumption and the important position of college students in network consumption, the author decided to study the influence of "double Eleven Day" shopping section on college students' network consumption behavior. This paper mainly takes the college students of Northeast normal University as the research object, adopts the questionnaire survey method to the university student network consumption behavior index, namely the consumption commodity type, the consumption time, the consumption way, the consumption demand, the repeated purchase, the purchase frequency. Purchase price and other data collection. On the basis of mastering certain data, this paper carries on the descriptive statistical analysis to the university student network consumption behavior index. In the process of evaluation, the author thinks that Shuang11 acts on college students' network consumption behavior through both internal and external factors. External factors mainly include: the construction of "double Eleven" marketing scene, advertising and promotion activities, and the influence of reference groups; the internal factors mainly include the application of "10,000 hours" law in online shopping and the release of self-control. The psychological factors such as anticipating repentance purchase, "hoarding purchase" situation, taste new choice and so on. Through the influence of these two factors, college students actively participated in the double eleven activities. It is worth noting that there are some problems in the online consumption behavior of college students, such as following the trend of consumption, impulse consumption, consumption ahead of time and so on. In view of this problem, the author thinks that we should help college students to set up correct and rational consumption concept from three aspects: purifying the consumption environment of college students, setting up the correct family consumption concept and setting up the good consumption view of the college students themselves. Finally, from the perspective of e-commerce, this paper puts forward some suggestions on how e-commerce can attract college students.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F713.55

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