当代大学生的网购心理研究
关键词：大学生网购；网购心理特征；营销策略
The Psychological Research of Present College Students’ Behaviour of Shopping Online
——Taking Students of Zhoukou Normal College for example
Abstract: Shopping online has becoming a popular trend and fashion in present time. At the same time, college students have their own uniqueness among all the online shoppers. They have desire for fashion, but without enough financial support; they have their own consciousness of brand, but without the consuming capacity of brand. It’s a truth that college students are under restrictions in campus for many reasons, which leads that they can not be the main force of shopping online. While after they graduating from college and starting their career, they will be the main group of online shopping. So their consuming behavior in campus will be the reflection of their consumption trend in next few years after their graduation. With the research of online shopping students’ psychology in Zhoukou Normal College, this article tries to analyze the psychological features of college students’ shopping online behavior and the reasons which lead to these features. It will also be a discussing of shopping website’s marketing strategy for college students.
Key Words: Shopping online of college students; Psychological features of shopping online; Marketing strategy
目 录
摘 要 1
Abstract 1
一、当代大学生网购现状 2
（一）周师学生的网购调查分析 2
（二）大学生网购心理特征 5
二、大学生网购心理的成因 7
（一）极为有限的支付能力 7
（二）对个性的追求和对时尚前沿的向往 7
（三）网络购物的便捷、安全 7
三、针对大学生网购心理的营销策划 9
（一）确立符合大学生的市场定位与品牌风格 9
（二）针对大学生群体开展促销活动 10
（三）在高校集中区设立配送点或在相对独立的高校建立流动配送点 10
参考文献 11
附录 12
当代大学生的网购心理研究——以周口师范学院学生为例
关于大学生的网购心理已经有太多的专业人士做出了调查和研究，调查分析和结果在各大学术网站上可查看。尽管先前有过大学生网购心理这方面的研究和调查，但还是有新的方向和内容值得去调查和研究。大学生网购心理研究是一个庞大的课题，对于本科应届毕业生的我们来说，没有足够的精力与能力去完成，但是如果把这项课题尽可能的缩小，缩小到我们能力范围之内，譬如这次的课题选定，是以周师的学生为调查对象，把调查范围和调查对象缩小了很多，而且很明确，这样调查起来就明显方便了许多，也填补了针对某一高校大学生网购心理调查研究的空缺，具有一定的研究价值。
一、当代大学生网购现状
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