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摘要：本文主要探究影响大学生在网购过程中的冲动性购买行为的因素，对于大学生的冲动性网购的相关研究虽然有，却研究主要是基于网络环境因素和个性因素对冲动性网购的影响。而笔者主要针对自身、家长以及学校的因素，给出这三方面的解决对策，这使得本研究具有一定新颖性。本文探究三个大类对大学生冲动性网购的影响：自身因素、家长因素、学校因素。采用问卷调查法收集数据，采用spss软件进行描述性统计分析、多元线性回归分析，最终得出结论自身因素、家长因素对于冲动性网购有显著影响，并得出了三者的多元回归方程式。并通过描述性统计分析的出了相关的结论，包括大学生自我的消费的现状、家长的管理现状、学校对学生的管理现状，并给出针对大学生自己、家长、学校的建议来避免冲动性网购带来的消极影响。30680
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毕业论文关键词：冲动性网购；网购；大学生
Research on the influencing factors of College Students' impulsive online shopping
Abstract: This paper mainly explores the factors influencing college students' impulsive buying behavior in the online shopping process, for the research of college students online shopping is impulsive, but research is mainly based on the network environment factors and personality factors influence on the impulse of online shopping. But the author mainly aims at oneself, the guardian and the school factor, gives these three aspects the solution countermeasure, this causes this research to have certain novelty. This paper examines the impact of three major categories on impulsive online shopping for college students: self factors, parent factors, and school factors. The data collected by questionnaire survey, descriptive statistical analysis, multivariate linear regression analysis using SPSS software, finally draws the conclusion parents own factors, factors have significant influence on impulsive online shopping, and obtained the multiple regression equation of the three. And the related conclusion through descriptive statistical analysis, including the consumption status of College Students' self management status, parents of students, school management, and give their parents and schools for college students and suggestions to avoid the impulse of online shopping brings negative influence.
Key words: Impulsive buying; online shopping; College Students
目 录
摘要： 2
关键词： 2
Abstract 2
Key words 2
引言: 3
一、研究综述 3
（一）研究背景和意义 3
（二）冲动性购买的概念界定 3
二、研究方法以及数据分析 4
（一）问卷调查法 4
1.问卷的设计 4
2.研究对象以及数据来源 5
（二）数据分析 5
1.信度检验 5
2.基本属性分布 5
3.影响因素描述性统计分析 7
4.影响因素分析 10
三、结论与建议 12
（一）结论 12
1．大学生自身消费现状 12
2.家长对大学生消费观的影响现状 12
（二）给出的建议 12
1．对于大学生的建议 12
2、对于家长的建议 12
3．对于学校的建议 13
致谢 13
参考文献： 14
附录A：调查问卷 15
表 1 冲动性购买的定义 4
表 2 信度分析 5
表 3 性别分布 6