商贸英语本科毕业论文.doc

存档日期： 存档编号： 本科生毕业设计（论文）on the consumer buying behavior of female college students online garment shoppinga case study of jiangsu normal university 论 文 题 目：姓 名： 学 院： 外国语学院 专 业： 商贸英语 年 级 、 学 号： 指 导 教 师： 江苏师范大学教务处印制abstractwith the development of internet environment and increasing popularity of e-commerce, there are more and more chinese internet users shopping online. and the transaction volume of garment products is the largest among all types of goods. young people, especially college students, recipients of new things and network, quickly become a main force of online shopping. as the number of college students accounts for a larger proportion of people shopping online, and female college students are one of main forces of garment consumption. they are quickly becoming the focus of e-commerce sellers.this paper takes female college students of jiangsu normal university as research subjects. based on influencing factors of buyer decision process theory, this paper is trying to explore the major influencing factors for female college students online garment shopping through empirical study. based on the relevant literature and combined with the research frame in the paper, the major factors are grouped into three categories: consumers personal factors, environmental factors, marketing factors. this paper collects data through questionnaires. though analyzing the data the author of this paper draws conclusion that female college students online shopping is very popular in university, and the most significant influencing factors are marketing factors which include product, price, brand, advertisement, service attitude, etc. and the product factor is the most important factor among all marketing factors. this study not only enriches the similar studies, but also makes recommendations to e-commerce sellers of garment products according to the result of the study.keywords: female college students online garment shopping consumer buying behavior摘要随着网络环境的不断改善以及电子商务的不断普及，越来越多的中国网民参与网上购物,而服装是其中交易量较大的商品种类。年轻人，特别是大学生，作为新兴事物以及网络科技的接受者，迅速成为了网购的主力军。由于大学生占网购群体人数的比重较大，而女大学生是服装消费的主力群体之一，这个特定细分市场迅速成为网店商家的重点关注市场。本研究以江苏师范大学女大学生为研究对象，以消费者购买决策影响因素为理论依托，通过实证研究探索影响女大学生网购服装决策过程的主要影响因素。在参考诸多相关文献的基础上以及结合此文采用的理论模型，找出影响女大学生网购服装决策过程的3大类主要影响因素，分别是消费者个体因素、环境因素和市场营销因素。通过问卷调查的方法收集数据，通过对数据的分析得出女大学生网购服装很普遍；其次，影响女大学网购服装的因素中，市场营销因素影响最大，其中包括产品，价格，品牌，广告，服务，态度等因素。这其中产品本身因素是市场营销因素中最重要因素。本文的研究不仅丰富了同类研究，而且根据研究的结果能对相关网店商家提出经营建议。关键词：女大学生 网购服装 消费者购买行为 contentsabstract.i摘要.iiicontents.ivlists of figures and tables.chapter one introduction.11.1 general statement of the paper.11.2 significance of the study.21.3 overall structure of the paper.3chapter two literature review.52.1 consumer buying behavior.52.2 buyer decision process.62.3 influencing factors of buyer decision process.6chapter three methodology.83.1 research questions.83.2 research frame.83. 3 data collection.9chapter four results & discussions114.1data of consumer background information.114.2influencing factors in online garment shopping.15 4.2.1 personal factors.17 4.2.2 environmental factors.17 4.2.3 marketing factors.184.3 summary20chapter five conclusion22references24lists of figures and tablesfigure 2-1 .6figure 3-1 .9figure 4-1 .11figure 4-2 .12figure 4-3 .13figure 4-4 .14figure 4-5 . 20table 4-1 .15table 4-2 .17table 4-3 .18table 4-4 .19table 4-5 . 20on the consumer buying behavior of female college students online garment shoppinga case study of jiangsu normal universitychapter one introduction1.1 general statement of the paperwith the fast development of e-commerce, more and more chinese consumers are trying to buy things through internet. according to the 29th report about chinas internet development of china internet network information center (cnnic), by the end of 2011, the number of chinese internet users has smashed through 500 million. as far as recent years tendency is concerned, the number of chinese internet users will keep increasing. that is to say, online shopping is getting better markets. according to , an authoritative website, garment products transaction volume is the biggest one among all sorts of online shopping goods. the total size of online shopping market of 2011 is expected to reach 772 billion. and garment online shopping market size is expected to reach 204.9 billion, which has a growth of 94.7% compared with 105.24 billion yuan in 2010, and in the next 2-3 years, it will maintain the rapid growth. garment online shopping market is expected to reach 519.5 billion yuan in 2014, then the overall online shopping market penetration will reach 27%, which means shopping online for garment products has a bright future.the definition of market segmentation is “the act of dividing a market into distinct groups of buyers who might need separate products and/or marketing mixes” (kotler, 1984, p. 162). taking sex and education into consideration, we can find out that female college students who are young and fashionable are a key segment of the population. in addition, female college students are one of main forces of garment consumption, so they are quickly becoming the focus of e-commerce sellers. the author of this paper will take female college students of jiangsu normal university as research subjects to explore consumer buying behavior of female college students online garment shopping.1.2 significance of the studythe enterprises concept of operations is increasingly concerned about the change of consumers. since the 1960s, the concept of operations has changed from production orientation, sale orientation to marketing orientation. driven by the marketing concept, consumer buying behavior research of the west gradually developed. (yang, 2003, p. 56). nowadays, more and more entrepreneurs, in the fierce competitive market , who want to hold an invincible position, have to pay attention to consumer buying behavior and develop new products to meet the needs of specific groups of consumers.“markets have to be understood before marketing plans can be developed.” kotler (1984) writes, “before planning its marketing, a company needs to identify its target consumers and the type of decision process they go through”( p. 134). so study of consumer behavior plays an important role in generating market strategies. in addition, female college students are a major garment consumption group of online shopping. if an e-commerce seller know female college students consumer buying behavior well and can make suitable marketing strategies, he will benefit from them greatly. therefore, this empirical study on female college students consumer buying behavior of online garment shopping could be valuable to the garment producers or e-retailers. and this paper will make certain recommendations to help the garment producers and e-retailers build advantages in online shopping market.our domestic scholars have taken a good number of researches on consumer buying behavior. however, the studies are mostly explorations in macroscopic angle quantitatively. few of them do research from the angle combining the niche market of female college students, distribution channel of online shopping and garment products. this paper will take female college students of jiangsu normal university as research subjects, and take specific survey on consumer buying behavior of shopping online for garment products. this paper is expected to enrich the study in this field by using both quantitative and qualitative methods. 1.3 overall structure of the paperthe present paper is divided into five chapters. chapter one is an introduction, including a general statement, and the significance of the study both theoretically and practically. chapter two is a literature review, which consists of the concepts of consumer buying behavior, buyer decision process and influencing factors of buyer decision process. chapter three describes the research methodology, including the research questions and data collection. chapter four presents the results and discussions of the paper. the last chapter draws the conclusion of major findings as well as limitations of the paper, and also gives the recommendation for future studies. chapter two literature review2.1 consumer buying behaviorthe study of consumer buying behavior originated in the 1950s. it plays an important role in enterprises marketing management.there are some major definitions of consumer buying behavior:the general acceptable definition is made by american marketing association (ama): consumer buying behavior is “the dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives”(1995). michael. r. solomon (2006) says that consumer behavior is a set of processes for individuals or groups to meet the needs and desires of the selection, purchase, use or disposal of products, services, ideas, or experience (p. 5). consumer buying behavior can be regarded as two parts: one is consumer action, another is buyer decision process. these two parts together constitute the complete process of consumer buying behavior (engel, 1978; loudon, 1993). wu jianan (2007), a chinese scholar, sums that consumer behavior is a study of buyer decision process and influencing factors of buyer decision process (p. 106). this paper takes this definition as working definition.with the development of chinas economy and society, chinese consumer buying behavior continue to change. since 1990s, the problem has drawn scholars attention, especially hongkong and taiwan scholars. they have carried out some research of characteristics of consumer buying behavior, including the research of consumers lifestyle(oliver, 1994) and the method of chinese consumer buying behavior(yang, 1997).so far, the study of consumer buying behavior has become telescope and microscope of enterprises marketing management, which helps enterprises make right marketing strategies.2.2buyer decision processphilip kotler (1984) divided the buyer decision process into five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior(see figure 2-1).buyer decision processproblemrecognitioninformationsearchevaluation of alternativespurchase decisionpostpurchasebehaviorfigure 2-1based on buyer decision process, wu xiaoyi(2005) did research on situation factors of buyer decision process. hou yanping(2009) developed chinese consumers decision process model.2.3 influencing factors of buyer decision processconsumers do not make their decisions in a vacuum. their purchases are highly influenced by cultural, social, personal, and psychological characteristics. in detail, cultural factors include culture, subculture, and social class. social factors include reference groups, family, and social roles and statuses. personal factors include age and life-cycle stage, occupation, economic circumstances, life-style, and personality and self-concept. psychological factors include motivation, perception, learning, and beliefs and attitudes (kotler, 1984, pp. 109-124).the main factors affecting consumer buying behavior are: quality, price, trust, availability of alternative packaging, frequent advertising, sales promotions, imitations, availability, brand image, prestige, freshness and habits (dolekoglu et al. 2008), packaging (wells, farley&armstrong, 2007), price consciousness, price-quality association (batra & sinha, 2000), advertising-pricing (karray & martin-herran, 2008). however, because of the big difference of consumption environment between china and western countries, this classification of influencing factors of buyer decision is not suitable completely. wu jianan (2007), a chinese scholar, sums that buyer decision process is influenced by personal, environmental, and marketing characteristics (pp.106-107). chapter three methodologythis chapter contains a description of research design in this paper. the first section proposes research questions; the second section presents data collection, containing subjects and questionnaire design. and excel is used as an assistant tool to analyze the data.3.1 research questionsconsumer buying behavior plays an important role in marketer generating marketing strategies. because online shopping market of garment products is prosperous, and female college students are one of main forces of online garment shopping, the author will take the female college students of jiangsu normal university as research subjects to study consumer buying behavior. and through distribution, recycling and analysis of questionnaire, hell sum up conclusions from the results to answer the questions:1） whats the current situation of female college students online garment shopping?2） what are the influencing factors of female college students online garment shopping?3） what enlightenment of female college students online garment shopping can be brought by the results of the research?3.2 research framebased on the buyer decision process, combined with the shopping characteristics of chinese consumers, the influencing factors of buyer decision process are refined into three categories: personal factors, environmental factors, and marketing factors (wu, 2007). the theoretical model shows in figure 3-1.personal factorsenvironmental factorsmarketing factorsbuyer decision processconsumer buying behaviorfigure 3-1 research modelin detail, personal factors include psysiological factors, psychological factors, behavior factors, and economic factors. environmental factors include physical environment, social environment, life-cycle stage and so on. marketing factors include product, price, channel, promotion, etc.3.3 data collectionthe subjects of this paper come from jiangsu normal university. all of them responded for the questionnaire given them independently. “simple random sampling” is applied (xu, 2011, p. 88).the questionnaire includes 21 questions, including two parts. the first part (question 1-5) is consumer background information, in other words, its characteristics of consumers. the result of first part will tell us the current situation of female college students online garment shopping. according to research frame, the second part of the questionnaire (question 6-21) contains the influencing factors of online garment shopping. this part applies likert scale (xu, 2011, p. 60). in detail, question6-10 are personal characteristics, including perception factors, behavior factors, etc. question 11-14 are environmental characteristics, including the factors of life-cycle stages, security, etc. question 15-21 are marketing characteristics, including the factors of product, brand, price, promotions, advertisements, service attitude, etc. in sum, the questionnaire is designed according to the literature review and the characteristics of the current situations, so it is relatively suitable. chapter four results & discussions4.1 data of consumer background information in this section, the data of background information are shown , and followed by a simple description. the most convenient method of organizing data is to construct a frequency distribution (bluman, 2004, p. 35). the mean, also known as the arithmetic average will be used in data analysis as well (bluman, 2004, p. 9