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网络购物已经是人们的一种日常消费方式,也日益成为大学生活中不可或缺的一部分。大学生是网络活动的积极分子,也是网络消费的重要群体,研究大学生的网上购物行为将有助于我们了解这个群体的消费特征,展望网络购物的未来发展。本次研究建立在问卷调查和深度访谈的基础上,对江汉大学人文学院广告专业07、08和09级从大一到大三的三个年级的在校学生进行分层抽样调查。三个年级中各年级分别抽取15人,15人中再按该年级的男女生比例分配问卷,共计有效调查问卷45份,女生36人,男生9人。除接受问卷调查的45人外,深度访谈的对象还有5人,在三个年级中随机抽样产生。本次调查和研究分析的结果如下:
Online shopping is already a daily consumption of people, but also increasingly become an integral part of college life. College students are active members of online activities and an important group of online consumers. Studying college students’ online shopping behavior will help us understand the consumer characteristics of this group and look forward to the future development of online shopping. Based on the questionnaire survey and in-depth interviews, this study conducted a stratified sample survey of students in grade three of grade 07, grade 08, and grade 09 in the Department of Humanities of Jianghan University from three levels of freshmen to seniors. In each of the three grades, 15 were selected for each grade, and 15 of them were assigned questionnaires according to their proportions. There were 45 valid questionnaires, 36 girls and 9 boys. In addition to the 45 people surveyed, there were five in-depth interviews with random interviews in three grades. The results of this survey and research analysis are as follows: