关于大学生网购现状实证研究毕业论文.docx

华南师范大学 本科毕业论文 论文题目：关于大学生网购现状实证研究 中文摘要 针对大学生在网购市场中表现非常活跃的状况，本次论文就大学生网上购物的现状 及影响因素调查主要分为三个方面：大学生网购总体概况、网购行为特征、影响因素偏 重分布情况。首先运用计算机软件?EXCEL?进行数据处理，再使用?SPSS?软件进行描述性统 计分析，发现了大学生网购总体情况表现活跃，有谨慎、理智的网购行为特征等结论， 同时发现大学生的法律意识有待加强、网购行业的社会信用度有待提高等问题。然后， 针对前期分析结果，结合统计学知识与计算机软件，我们选取产品价格、产品口碑、产 品信息描述、售后服务、交易安全、个人隐私安全这?6?个变量，采用因子分析方法对这 些优劣因素进行进一步分析，得出安全与售后因子得分较高等结果。最后，针对各种存 在问题，我们从政府、商家、大学生三个角度提出相应建议。 关键词：大学生，网购现状，行为研究，影响因素，因子分析 Abstract Based?on?the?condition?that?college?students?in?the?online?shopping market?are?very?active,for?this?thesis?we?research?and?analyze?the?current situation?and?influencing?factors?of?college?shopping?online?through?three ways:general?overview?of?college?students?online?shopping,online?shopping behavior?characteristics,?factors?emphasis?on?distribution.?First?of?all,we process?investigation?data?using?the?MS?Excel.Then，with?the?descriptive statistics?by?SPSS?statistical?analysis?software?package,we?find?that?college students?are?very?active?in?the?online?shopping?market?as?a?whole?and?have rational?behavior?of?shopping?online，also?find?that?college?students?need?to be?more?sensible?about?laws?and?the?credit?degree?of?online?shopping?industry should?be?more?reliable.?According?to?the?result?of?the?former?research,?we use?factor?analysis?method?to?do?a?further?analyze?on?the?price,?fame, discription,?after-sales?service，the?safty?of?purchase,and?private?affairs by?using?related?theoretical?knowledge?about?statistics,?based?on?computer software?and?find?that?the?scores?of?the?factor?purchase?safty?and?after- sales?service?are?higher.At?last,?we?make?some?suggestions?from?the?views?of the?government,?the?companies?and?the?students. Key?words：college?student，online?shopping?situation,?behavior,?influencing factors,factor?analysis 目录 1 引言?..............................................................................................................................................................1 2 研究内容及研究设计?..............................................