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摘要在互联网的普及，以及网上银行和现代物流业的发展下，近年来，网络购物呈现高速发展的态势，在当今社会中的地位日渐突出。网络购物行为正在由一种网络时尚逐步成为大众消费模式，渗透到社会各个阶层，并引发网民消费行为和消费理念的转变。44163
大学生这一特殊群体在网购中也扮演着越来越重要的角色，占据了网购总人数的46%。并且大学生将会成为未来社会上的支柱性力量和观念的领袖。所以，大学生网购的消费心理对电子商务以及网络卖家来讲都是极为重要的。本文将从六个心理角度来调查和分析大学生网购心理，将在杭州师范大学和黑龙江大学发放纸质问卷，根据调查的数据，运用比例分析法，得出便宜心理，方便心理和偏好心理在大学生网络购物心理中影响较大。据此电商可以制定相应的对策加强潜在大学生网购消费人群的培养，促进我国网购体系的完善，电子商务市场的长远发展。
毕业论文关键字：网络购物 ；心理；大学生
Abstract :Under the popularity of the Internet and the development of online banking and modern logistics industry in recent years, online shopping shows the trend of rapid development, the status in today's society have become increasingly prominent, the behavior of online shopping caused by a network , gradually become a popular fashion consumption patterns permeating all levels of society and leading to changes in consumer behaviors and consumption concept.
The university students in online shopping are also playing an increasingly important role. This paper intends to study on psychology of the university students in online shopping .It contains six dimensions, curiosity, convenience and cheap psychology of the university students in online shopping . Issuing the questionnaires in the Hangzhou normal university and Heilongjiang university . Based on the statistical data, analyzing the psychology , affect the trust of the university students consumers deeply , and finally drawing the conclusion ,suggesting the e-business suppliers and to make recommendations to cultivate potential male online shopping consumer groups to promote the improvement of China's online shopping system and promote the development of e-business.
Keyword：online shopping; psychology ; university students
目录
1绪论 6
1.1 研究背景和意义 6
1.1.1研究背景 6
1.1.2研究意义 6
1.2研究内容 7
1.3研究方法 7
1.4本文创新点 7
1.5技术路线 7
2文献综述 8
2.1大学生网络购物心理相关研究综述 8
2.2研究存在的问题 9
3大学生网购心理分析与假设 9
3.1大学生网购心理相关定义和概念 9
3.2大学生网购心理理论分析与假设 10
3.2.1好奇心理 10
3.2.2偏好心理 10
3.2.3便宜心理 11
3.2.4方便心理 11
3.2.5从众心理 11
3.2.6攀比心理 12
4大学生网购心理实证研究