Research on the Characteristics and Influencing Factors of Undergraduates' Online Consumption - Based on the Empirical Investigation of Undergraduates' in Lanzhou City

摘要

With the accelerating pace of life and the rapid spread of e-commerce, the new consumption mode of online consumption is gradually infiltrating into all aspects of the lives of Chinese residents, affecting and changing the lives of residents. Online consuming behavior has become one of the hot issues of scholars at home and abroad. This paper takes undergraduates in Lanzhou as the research object, and conducts an in-depth investigation on the online consumer groups characteristics, behavioral characteristics, psychological characteristics, risk prevention characteristics and influencing factors of undergraduates through questionnaire survey and literature research. The study found that the factors affecting the online consumption of undergraduates in Lanzhou are gender, personal economic status and the price of goods or services. According to the characteristics and its influencing factors, the paper guides college students to cultivate scientific consumption awareness from the students themselves, families and universities, and puts forward some suggestions on promoting the development of network consumption platform, such as launching specific products or services in target market, providing low-cost and high-quality products to target customers, and strengthening the security of online consumption.