A Study of University Students' On-line Shopping Behavior Traits and Influencing Factors

Owing to its adavangages of rapidity, convenience, and cost-effectiveness, on-line shopping is becoming one of the favorite shopping method for university students. And beacuse of consumption characteristics, the web consumption behavior of univeristy students as a speical group of consumers has special manifestations and particular determinants. Based on a survey of university students' on-line shopping behavior, this paper investigates the key determinants influencing thier on-line shopping behavior. By way of statistical analysis, we studies four types of factors having impacts on university students' on-line shopping behavior. The empirical results show that, 4 types of university students' considerations exert significant influnences on their on-line shopping behavior: seller's reputation, product quality, product commentary and transaction safety. As a result, to develop university students' web consumption, an optimization strategy improving these 4 factors will be of essential benefice.