摘要：公开数据显示，中国的GDP自2009年起就开始逐渐放缓，但网购规模却在不断攀升，CNNIC数据显示 , 网购用户年龄大多集中在 18 ～ 35 岁 , 以企业白领和学生为主 。 同时根据CNNIC发布的数据数据显示，网购群体中所占比重高于男性 , 且随着时间的推移比重还在提高 。但也有学者认为，在消费数量和消费金额层面 ,男性网购用户更胜一筹 , 并表现出愈发强劲的购买力，英国商业信息网显示男性的消费潜力未被开发。经搜索发现，关于女性网购行为的调查研究已经很多，而男性网购的调查分析却寥寥数篇，针对在校男大学生的细分调查几乎在空白的状态。本文我将针对在校男大学生，从心理学（包括传统男性心理，逆性向消费心理），社会学，符号学，品牌学，消费环境因素等方面对男大学生网购行为偏好进行研究。帮助完善男大学生网购市场的品牌细分，为男大学生的网购市场营销策略提供参考，促进男大学生网购市场健康发展。72153

Abstract： Public data shows that China's GDP since 2009 began slowing, but the scale of online shopping is rising, the CNNIC, according to online shoppers mostly concentrated in the 18 to 35 years old, give priority to with enterprise white-collar workers and students。At the same time, according to data released by the CNNIC, according to online shoppers accounted for more than men, and also in improving over time。But also the scholar thinks, in the amount of consumption quantity and consumption level, the male online users, and showed a stronger purchasing power, the British commercial information network show men consumption potential is not developed。Found from the search, the investigation of the women's online shopping behavior has a lot, while the men online but the investigation and analysis of a few articles, segmentation surveys of male college students in school almost in blank state。This article I will focus on male college students in the school, from the psychology (including traditional male psychology, confusion to the consumer psychology), sociology and semiotics, brand knowledge, consumption environment factors of male college students online shopping behavior preference for research。Help improve male college students online shopping brand segment of the market, provide a reference for male college students online marketing strategy, promote the healthy development of male college students online shopping market。

毕业论文关键词: 男大学生 网购偏好 逆性向消费 消费环境 品牌 

Keyword: male college students ；online shopping preferences ；confusion to the consumer ；  brand c；onsumption environment

目录

1。引言 4

1。1研究背景及意义 4

1。2研究内容 5

1。3本文创新点 5

2。文献综述 5

2。1 国外针对男性消费的相关研究 5

2。2 国内针对男性消费的相关研究 6

2。3研究存在的问题 6

3。在校男大学生网购行为偏好分析与假设 7

3。1性别角色差异对男性购物行为的影响分析 7

3。1。1男女性别角色差异 7

3。1。2性别差异对购物行为的影响 7

3。2男性气质的变迁以及逆性向对男性购物行为的影响分析 8

3。2。1男性气质变迁过程 8