大学生网上购物现状及问题分析【开题报告-文献综述-毕业论文】

本科毕业论文/r/n开题报告/r/n信息管理与信息系统/r/n大/r/n学/r/n生/r/n网/r/n上/r/n购/r/n物/r/n现/r/n状/r/n及/r/n问/r/n题/r/n分/r/n析/r/n一、立论依据/r/n1./r/n研究意义、预期目标/r/n进入电子商务时代，消费者的消费行为和消费需求将发生根本性的变化，面/r/n/r/n对电子商务这种特殊的消费形式，/r/n消费者的消费心理和消费行为表现得更加复杂/r/n和微妙，研究消费心理和消费行为对进一步拓展电子商务具有重要意义。网络购/r/n/r/n物虽然可以克服实体交易环境对消费者的障碍，为消费者提供更多的购物机会和/r/n便利，/r/n但是由于互联网的虚拟性和公开性，就使得网络购物的模式与传统实体购/r/n/r/n物环境的/r/n经/r/n/r/n验/r/n/r/n模式有所不同。/r/n本次研究的目的在于全面了解和掌握大学生网络购物方面的实际现状，结合/r/n/r/n广大学生对安/r/n全可靠的网络购物环境的普遍需求，/r/n探讨现存对网络购物存在安全/r/n威胁的各方面存在的问题，提出对策建议，以完善服务与管理体制，健全法律与/r/n/r/n标准体系，改善交易环境，培育市场主体，拓宽网络购物领域，规范交易行为，/r/n/r/n推进网络购物/r/n发展，/r/n使网络购物环境真正达到安全可靠的要求，满足消费者需要。/r/n2./r/n国内外研究现状/r/n在我国，有关网上消费者行为的理论研究和实证研究较少，而且大多数研究/r/n/r/n论文缺乏理论支撑和深层次分析。因此，我国网上消费者行为的研究刚刚起步。/r/n/r/n李欣（/r/n2010/r/n）/r/n[1]/r/n认为个人网上消费者有以下几种类型：习惯型，慎重型，冲动型，/r/n/r/n价格型（即经济型）。郑贤铭（/r/n2009/r/n）/r/n[/r/n2]/r/n指出电子商务的发展无疑促进了现代企/r/n业经营模式的改革和创新，其根本的动力在于消费者行为/r/n(/r/n消费观点和购买模式/r/n)/r/n/r/n发生了变化，通过研究他们的变化，可以对企业在改善经营行为中更加重视贯彻/r/n/r/n以消费者为核心的营销理念。/r/n杜和平（/r/n2009/r/n）/r/n[3]/r/n/r/n认/r/n为网上购物存在的主要问题有：网上购物诚信问题，安/r/n/r/n全性问题，消费者权益的保障问题。周振红（/r/n2009/r/n）/r/n[4]/r/n/r/n指出会导致消费者形成心/r/n理障碍的网上购物存在的不足包括：产品质量和商家信用得不到保障，网上购物/r/n/r/n安全问题，商品的售后服务问题，商品配送问题。/r/n吕婕（/r/n2009/r/n）/r/n[/r/n5]/r/n认为大学生网络购物现象更加普遍且潜力巨大，购物产品及/r/n/r/n网站人气的/r/n“/r/n马太效益/r/n”/r/n开始显现，影响网购的因素及存在的问题依然不容忽视，/r/n/r/n大学生对网上促销手段接受程度不一，大学生们对网购总体认可程度尚可。大学/r/n/r/n生网购出现的新变化：满足物质需要的产品的购买比率上升，购买商品卷入度开/r/n/r/n始增高，价格低不再是学生网购的主要原因。/r/n在网络经济发达的国家，网上购物用户数量已经初具规模。据/r/nEmar-keter/r/n咨/r/n/r/n询公司调查，加拿大电子商务发展迅速，/r/n2005/r/n年销售额为/r/n62/r/n亿加元，/r/n2006/r/n年达到/r/n/r/n83/r/n亿加元，/r/n2007/r/n年为/r/n105/r/n亿加元。调查称，绝大部分网上购物者是年龄在/r/n18/r/n岁以/r/n/r/n上的网民。韩国新世界流通产业研究所发表一项报告，该报告显示/r/n2007/r/n年韩国网/r/n/r/n上购物的交易额将比/r/n2006/r/n年增长/r/n23./r/n/r/n5%/r/n，达到/r/n15.9/r/n万亿韩元（约合/r/n171.5/r/n亿美元），/r/n/r/n相当于/r/n2007/r/n年韩国零售市场总规模的/r/n10%/r/n左右。而百货业的/r/n销售总额预计为/r/n18.7/r/n/r/n万亿韩元（约合/r/n201.7/r/n亿美元），增长率仅为/r/n4%/r/n。按照这一趋势发展下去，网上购/r/n物的销售额将在/r/n2009/r/n年超越传统的百货业，成为韩国流通领域销售额仅次于大型/r/n超市的产业。美国除去网上与旅游消费相关的部分，/r/n2006/r/n年美国网上零售额达到/r/n/r/n1021/r/n亿美元，比/r/n2005/r/n年增长了/r/n24/r/n％。其中，/r/n2006/r/n年底假日期间的网上零售额为/r/n246/r/n/r/n亿美元，比上年同期增加了/r/n26%/r/n。业内人士称，电子商务已开始成为主流销售方/r/n/r/n式，越来越多的人在网上购物，而且购物范围也越来越广。报告预计，至/r/n2011/r/n/r/n年，美国网上零售额/r/n将增长至/r/n2250/r/n亿美元。这意味着美国网上零售额占全部零售/r/n/r/n额的比例将在/r/n5/r/n年内由目前的/r/n2./r/n/r/n7%/r/n升至/r/n4.7%/r/n。/r/n3./r/n参考文献/r/n[/r/n1/r/n]/r/n李/r/n欣/r/n．/r/n消/r/n费/r/n者/r/n网/r/n上/r/n购/r/n物/r/n行/r/n为/r/n的/r/n影/r/n响/r/n因/r/n素/r/n分/r/n析/r/n[/r/nJ/r/n]/r/n．/r/n江/r/n苏/r/n商/r/n论/r/n，/r/n201/r/n0/r/n（/r/n3/r/n．/r/n[/r/n2/r/n]/r/n郑/r/n贤/r/n铭/r/n．/r/n消/r/n费/r/n者/r/n网/r/n络/r/n购/r/n物/r/n行/r/n为/r/n特/r/n征/r/n分/r/n析/r/n[/r/nJ/r/n]/r/n．/r/n经/r/n营/r/n管/r/n理/r/n者/r/n，/r/n2/r/n0/r/n0/r/n9/r/n（/r/n4/r/n．/r/n[/r/n3/r/n]/r/n杜/r/n和/r/n平/r/n．/r/n网/r/n上/r/n购/r/n物/r/n存/r/n在/r/n的/r/n问/r/n题/r/n及/r/n对/r/n策/r/n研/r/n究/r/n[/r/nJ/r/n]/r/n．/r/n消/r/n费/r/n导/r/n刊/r/n，/r/n2/r/n0/r/n0/r/n9/r/n（/r/n8/r/n．/r/n[/r/n4/r/n]/r/n周/r/n振/r/n红/r/n．/r/n消/r/n费/r/n者/r/n网/r/n上/r/n购/r/n物/r/n心/r/n理/r/n分/r/n析/r/n及/r/n对/r/n策/r/n研/r/n究/r/n[/r/nJ/r/n]/r/n．/r/n北/r/n方/r/n经/r/n贸/r/n，/r/n2/r/n0/r/n0/r/n9/r/n（/r/n8/r/n．/r/n[/r/n5/r/n]/r/n吕/r/n婕/r/n．/r/n大/r/n学/r/n生/r/n网/r/n络/r/n购/r/n物/r/n的/r/n新/r/n变/r/n化/r/n及/r/n营/r/n销/r/n策/r/n略/r/n[/r/nJ/r/n]/r/n．/r/n科/r/n技/r/n情/r/n报/r/n开/r/n发/r/n与/r/n经/r/n济/r/n，/r/n2/r/n0/r/n0/r/n9/r/n（/r/n8/r/n．/r/n[/r/n6/r/n]/r/n戴/r/n景/r/n南/r/n．/r/n网/r/n上/r/n购/r/n物/r/n消/r/n费/r/n心/r/n理/r/n及/r/n营/r/n销/r/n策/r/n略/r/n分/r/n析/r/n[/r/nJ/r/n]/r/n．/r/n中/r/n国/r/n商/r/n界/r/n，/r/n200/r/n9/r/n（/r/n9/r/n．/r/n[/r/n7/r/n]/r/n吴/r/n荣/r/n．/r/n网/r/n上/r/n购/r/n物/r/n意/r/n愿/r/n之/r/n影/r/n响/r/n因/r/n素/r/n研/r/n究/r/n[/r/nJ/r/n]/r/n．/r/n现/r/n代/r/n商/r/n业/r/n，/r/n2/r/n0/r/n0/r/n9/r/n（/r/n6/r/n．/r/n[/r/n8/r/n]/r/n/r/n方/r/n行/r/n健/r/n．/r/n消/r/n费/r/n者/r/n网/r/n络/r/n购/r/n物/r/n影/r/n响/r/n因/r/n素/r/n实/r/n证/r/n研/r/n究/r/n[/r/nD]/r/n．/r/n长/r/n沙/r/n：/r/n湖/r/n南/r/n农/r/n业/r/n大/r/n学/r/n硕/r/n士/r/n学/r/n位/r/n论/r/n文/r/n，/r/n/r/n2010/r/n．/r/n[/r/n9/r/n]/r/n/r/nU/r/nlrike/r/n/r/nGretzel.Investig/r/na/r/nting/r/n/r/nthe/r/n/r/nEffects/r/n/r/nof/r/n/r/nProduct/r/n/r/nTy/r/npe/r/n/r/non/r/n/r/nOnline/r/n/r/nDecision-M/r/naking/r/n/r/nS/r/nty/r/nles[/r/nJ/r/n]/r/n./r/nInformation/r/n/r/nand/r/n/r/nC/r/nommunica/r/ntion/r/n/r/nTechnolog/r/nies/r/n/r/nin/r/n/r/nTourism,2008/r/n./r/n二、研究方案/r/n1./r/n主要研究内容（或预期章节安排）/r/n1/r/n/r/n网上购物概述/r/n1.1/r/n/r/n网上购物简介/r/n1.2/r/n/r/n国内外网上购物的发展与现状/r/n2/r/n/r/n大学生选择网上购物原因及特征/r/n2.1/r/n/r/n大学生选择网上购物原因/r/n2.2/r/n/r/n大学生网上购物特征/r/n3/r/n/r/n大学生网上购物调查问卷分析/r/n3.1/r/n/r/n调查方案设计/r/n3.2/r/n/r/n调查问卷分析/r/n4/r/n/r/n大学生网上购物过程存在的主要问题/r/n4.1/r/n/r/n网上购物诚信问题/r/n4.2/r/n/r/n安全性问题/r/n4.3/r/n/r/n物流配送问题/r/n5/r/n/r/n完善网上购物的措施/r/n5.1/r/n/r/n提高商家经营诚信度/r/n5.2/r/n/r/n加强网络和信息安全保障/r/n5.3/r/n/r/n网上购物配送的解决措施/r/n第/r/n7/r/n学期第/r/n15-20/r/n周：开始写作毕业论文，完成初稿。/r/n/r/n第/r/n7/r/n学期寒假：结合毕业论文选题开展调查研究。/r/n第/r/n8/r/n学期第/r/n1-2/r/n周：在导师的指导下进一步写作、完善毕业论文。/r/n/r/n第/r/n8/r/n学期第/r/n3-6/r/n周：在导师的指导下，充分利用毕业实习的机会，结合毕业/r/n论文内容开展进一步的调查研究，完成论文。/r/n/r/n第/r/n8/r/n学期第/r/n7/r/n周：在导师的指导下，进一步修改、完善毕业论文；定稿并上/r/n交。/r/n第/r/n8/r/n学期第/r/n9-11/r/n周：参加毕业论文答辩。/r/n文献综述/r/n大/r/n学/r/n生/r/n网/r/n上/r/n购/r/n物/r/n现/r/n状/r/n及/r/n问/r/n题/r/n分/r/n析/r/n网上购物是一种新兴并且迅速发展的购物方式。由于网上消费方便、快捷等/r/n/r/n特点/r/n,/r/n使得这种购物方式特别被消费者青睐/r/n,/r/n越来越多的人享受着足不出户就能/r/n/r/n够带来的购物乐趣。但是/r/n,/r/n网络的虚拟性给网上购物带来了许多风险和不确定的/r/n/r/n因素。大学生这个群体有其自身特殊的文化氛围/r/n,/r/n他们不仅在现时有着一定的消/r/n/r/n费能力/r/n,/r/n/r/n而且在若干年后将成为社会消费的主流人群。因此/r/n,/r/n/r/n随着商品市场的发展/r/n,/r/n/r/n需要对大学生网上购物进行一次较为系统的研究。该研究的结果不仅具有一定的/r/n/r/n理论意义/r/n,/r/n而且可以为改善网上购物环境提供科学依据。/r/n1/r/n/r/n网上购物/r/n1.1/r/n/r/n网上购物优势/r/n互联网技术的发展/r/n,/r/n电子商务的兴起/r/n,/r/n/r/n网上购物已经慢慢融入到人们的生活/r/n/r/n当中。胡文杰（/r/n2010/r/n）/r/n[/r/n/r/n1]/r/n/r/n指出网上购物存在的三大优势满足了消费者的需求/r/n,/r/n/r/n对/r/n/r/n于消费者来说：可以在家买东西，通过获得的大量商品信息进行选购，节约时/r/n/r/n间；地点也不受限制；从订货、付款到送货上门无需亲临现场；价格便宜，由/r/n/r/n于网上商品省去租店面、招雇员及储存保管等一系列费用，总的来说其价格较/r/n/r/n传统购物的同类商品更便宜。/r/n彭亚飞，魏海悟（/r/n2008/r/n）/r/n[/r/n2]/r/n认为网上购物的优势有：/r/n（/r/n1/r/n）产品数量、种类丰富。人们可以通过网络商店找到自己想要购买而传/r/n/r/n统商铺不容易找到的商品，补充了传统商店某些产品的短缺。/r/n（/r/n2/r/n）价格便宜。网上店铺减少了流通环节和交易费用，使消费者获得价格/r/n/r/n优惠。/r/n（/r/n3/r/n）便利快捷。网络购物者只需要登陆不同的网站或不同的网络商店，在/r/n/r/n网络上进行简单的讨价还价，再经过简单的操作，就可以在很短时间内完成一桩/r/n/r/n买卖。另外，网络购物没有任何时间限制。/r/n（/r/n4/r/n）互动人本。网上消费者可以通过网页上提供的此店的买家的人数、好/r/n/r/n评率和信用度来判断这家店的规模、业绩、信用等，还可以通过聊天系统讨价还/r/n/r/n价、交流有关商品的种种情况，另外消费者还可通过互联网得到传统渠道难以得/r/n到的信息。/r/n1.2/r/n/r/n网上购物的不足/r/n俞永江（/r/n2009/r/n）/r/n[/r/n/r/n3]/r/n/r/n认为网上购物也存在一些不足，从而给消费者带来心理障/r/n/r/n碍。第一，买家无法看到实物，有时存在误差；第二，无良商家以次充好，甚至/r/n/r/n出售假货欺骗消费者；第三，实体商品无法及时获得，需要通过物流，物流过程/r/n/r/n可能引发新的问题。第四，售后服务问题。/r/n金楚（/r/n2009/r/n）/r/n[/r/n/r/n4/r/n]/r/n/r/n指出目前影响和制约我国网上购物发展的因素有/r/n：/r/n（/r/n1/r/n）安全性。安全性问题是阻碍网上购物发展的最大问题。/r/n（/r/n2/r/n）隐私权的保护。由于网络中的信息易于复制和窃取且不留痕迹，这就/r/n/r/n给不法分子以可乘之机，导致各种侵害隐私权的行为屡屡发生。/r/n（/r/n3/r/n）税收问题。由于网上购物无纸化、无址化、无形化、无界化/r/n/r/n虚拟化和/r/n/r/n电子支付等特点使税收工作难于有效的开展，出现了一系列税收管理的漏洞。/r/n（/r/n4/r/n）消费者权益的保障。在网上购物活动中交易双方缺少面对面的交互，/r/n/r/n交易具有很大的不确定性。/r/n（/r/n5/r/n）送货不及时也是现今网上购物的一大弊病。物流基础设施不完善、第/r/n/r/n三方物流服务发展滞后阻碍了网上购物的发展。/r/n2/r/n/r/n选择网上购物的原因以及影响因素/r/n刘晓秋（/r/n2010/r/n）/r/n[/r/n5]/r/n认为随着信息技术特别是网络技术的不断发展/r/n,/r/n/r/n网络交易/r/n/r/n为人们提供了一种全新的商业交易方式。然而/r/n,/r/n消费者在享受网络交易提供的更/r/n/r/n加方便快捷的消费服务的同时/r/n,/r/n面临更多的交易风险/r/n,/r/n因此对网络交易中的消费/r/n/r/n者提供合法权益的法律保护就显得尤为重要。我国现有法律对网络环境下消费者/r/n权益保护的周延性不够强/r/n,/r/n/r/n难以有效地维护网络交易者的合法权益。/r/n王翔，张橙，朱润芝（/r/n2009/r/n）/r/n[/r/n6]/r/n认为大学生一般进行网上购物的原因主要有/r/n/r/n方便快捷，节省时间；价格便宜；网上商品种类齐全，款式新颖；家人朋友的宣/r/n/r/n传；追随社会潮流；宽松的购物环境；喜欢尝试新事物。影响大学生网上购物满/r/n/r/n意度的关键因素有商品介绍，支付方式，送货时间，售后服务等（陈美菊，/r/n2010/r/n）/r/n[/r/n7]/r/n。/r/n朱浩乐、曾宜泉、泮志江（/r/n2009/r/n）/r/n[/r/n8]/r/n/r/n指出大学生网上购物的动机有：自助消/r/n/r/n费需要；心理上的满足感；追求便利生活；预期效益的比较；特色商品需要。大/r/n/r/n学生网上购物的特征有消费的个性化，多样化，对待价格心态复杂，消费易受暗/r/n示性和从众性。大学生网上购物的营销策略是加强广告宣传，实行产品定制，尽/r/n/r/n量缩短配送时间，提高附加价值（王寒；汪超，/r/n2009/r/n）/r/n[/r/n/r/n9]/r/n/r/n。/r/n李欣（/r/n2010/r/n）/r/n[/r/n/r/n10]/r/n/r/n认为影响消费者网上购买行为的因素有：消费者个性特征；/r/n/r/n产品的相关线索；购物的便捷性；安全可靠性；网站因素；文化因素；企业形象/r/n/r/n及服务。/r/n郑贤铭（/r/n2009/r/n）/r/n[/r/n/r/n11]/r/n/r/n认为人口统计因素、消费者特性因素、信息隐私和交易安/r/n/r/n全因素、物流配送效率是影响消费者网上购物行为的因素。/r/n吴荣（/r/n2/r/n0/r/n09/r/n）/r/n[/r/n/r/n12/r/n]/r/n/r/n指出解决网上购物意愿制约因素的对策有/r/n：/r/n（/r/n1/r/n）建立完善诚信体系。建立个人和企业完善的诚信体系和诚信查询制度，/r/n/r/n以实现在可靠性基础上进行的虚拟化交易。在登记身份的前提下开展网络交易活/r/n/r/n动，对主体的行为产生一种监督力量，一旦发现商业信用严重不良的企业和个人，/r/n依照一定的法律认真查处，使网上购物环境得到净化。/r/n（/r/n2/r/n）改变传统的购物观念。我们应该通过各种媒体的广泛宣传和教育，转/r/n/r/n变消费者的观念。媒体不能只揭露网上购物发展中的负面问题，也要适当宣传其/r/n/r/n好的一面，通过正面积极的引导，增强人们/r/n对网上购物的信心，调动人们参与网/r/n/r/n上购物的热情，转变全民的消费观念，促进网上购物的发展。/r/n（/r/n3/r/n）加强关键技术的研究和安全控制中心的建设。有关部门应组织一支精/r/n/r/n干的安全技术研究队伍，集中力量尽快解决网上交易的安全技术问题，包括加密/r/n/r/n技术、防火墙技术、数字签名技术、报文摘要技术、认证技术、留痕技术等等，/r/n/r/n并随着计算机和电子商务技术的发展不断改进这些技术。研究部门还应建立相应/r/n/r/n的国家级安全控制中心系统，这一系统应包括国际出入口（信息海关）监控、电/r/n/r/n子交易证书授权、密匙管理、安全产品评测认证、病毒检测和防治、系统攻击与/r/n/r/n反攻击等分中心。全面地保护网络的安全。/r/n（/r/n4/r/n）完善网上交易的法律法规。我国可以根据国情，制定一部用以规范网/r/n/r/n上交易活动的法律法规，以解决网上交易发展所面临的法律问题。我国网上交易/r/n/r/n立法的运用范围，应包括电子合同的效力问题、电子支付及金融管理、税收与保/r/n/r/n险、网络管理与信息安全保护、电子证据与电子签名的法律认定、政府的强制措/r/n/r/n施及审查机制、市场准入规则、知识产权保护、消费者合法权益的保护、司法的/r/n/r/n国际管辖和国际协助等。通过对相关法律法规的制定和实施，为推动我国网上购/r/n/r/n物的良性发展提供有利的外部环境和法律保障。/r/n（/r/n5/r/n）建立完善的现代物流体系。我国的运输企业众多，再加上厂商在全国/r/n/r/n建立了众多的连锁机构，这些资源经过企业间的联合、结盟，重新优化配置，可/r/n/r/n以建立跨地区的专业性物流渠道，解决目前货物配送中存在的问题。/r/n参/r/n考/r/n文/r/n献/r/n[/r/n/r/n1/r/n]/r/n胡/r/n文/r/n杰/r/n．/r/n网/r/n上/r/n购/r/n物/r/n顾/r/n客/r/n满/r/n意/r/n度/r/n研/r/n究/r/n[/r/n/r/nJ/r/n]/r/n/r/n．/r/n黑/r/n龙/r/n江/r/n对/r/n外/r/n经/r/n贸/r/n，/r/n201/r/n0/r/n（/r/n4/r/n．/r/n[/r/n/r/n2/r/n]/r/n彭/r/n亚/r/n飞/r/n，/r/n魏/r/n海/r/n悟/r/n．/r/n浅/r/n谈/r/n网/r/n上/r/n购/r/n物/r/n的/r/n现/r/n状/r/n、/r/n问/r/n题/r/n及/r/n对/r/n策/r/n[/r/n/r/nJ]/r/n/r/n．/r/n时/r/n代/r/n经/r/n贸/r/n，/r/n2/r/n0/r/n0/r/n8/r/n（/r/n1/r/n2/r/n．/r/n[/r/n/r/n3/r/n]/r/n俞/r/n永/r/n江/r/n．/r/n浅/r/n谈/r/n网/r/n上/r/n购/r/n物/r/n[/r/n/r/nJ]/r/n/r/n．/r/n商/r/n场/r/n现/r/n代/r/n化/r/n，/r/n20/r/n0/r/n9/r/n（/r/n7/r/n．/r/n[/r/n/r/n4/r/n]/r/n金/r/n楚/r/n．/r/n网/r/n上/r/n购/r/n物/r/n带/r/n来/r/n的/r/n问/r/n题/r/n[/r/n/r/nJ]/r/n/r/n．/r/n商/r/n场/r/n现/r/n代/r/n化/r/n，/r/n200/r/n9/r/n（/r/n9/r/n．/r/n[/r/n/r/n5/r/n]/r/n/r/n刘/r/n晓/r/n秋/r/n络/r/n交/r/n易/r/n中/r/n消/r/n费/r/n者/r/n权/r/n益/r/n保/r/n护/r/n机/r/n制/r/n构/r/n建/r/n研/r/n究/r/n—/r/n—/r/n基/r/n于/r/n法/r/n律/r/n的/r/n视/r/n角/r/n[/r/n/r/nJ]/r/n/r/n苏/r/n商/r/n论/r/n，/r/n/r/n2010/r/n（/r/n9/r/n[/r/n/r/n6/r/n]/r/n/r/n王/r/n翔/r/n，/r/n张/r/n橙/r/n，/r/n朱/r/n润/r/n芝/r/n．/r/n大/r/n学/r/n生/r/n网/r/n上/r/n购/r/n物/r/n原/r/n因/r/n及/r/n满/r/n意/r/n度/r/n研/r/n究/r/n[/r/n/r/nJ]/r/n/r/n．/r/n当/r/n代/r/n经/r/n济/r/n，/r/n2009/r/n（/r/n12/r/n[/r/n/r/n7/r/n]/r/n/r/n陈/r/n美/r/n菊/r/n．基/r/n于/r/n消/r/n费/r/n者/r/n心/r/n理/r/n的/r/n中/r/n小/r/n企/r/n业/r/n网/r/n络/r/n市/r/n场/r/n开/r/n拓/r/n策/r/n略/r/n研/r/n究/r/n[/r/n/r/nJ/r/n]/r/n/r/n．商/r/n业/r/n时/r/n代/r/n，/r/n2010/r/n（/r/n8/r/n[/r/n/r/n8/r/n]/r/n/r/n朱/r/n浩/r/n乐/r/n，/r/n曾/r/n宜/r/n泉/r/n，/r/n泮/r/n志/r/n江/r/n．/r/n对/r/n大/r/n学/r/n生/r/n网/r/n上/r/n购/r/n物/r/n行/r/n为/r/n的/r/n分/r/n析/r/n及/r/n营/r/n销/r/n策/r/n略/r/n研/r/n究/r/n[/r/n/r/nJ]/r/n/r/n．/r/n价/r/n值/r/n工/r/n/r/n程/r/n，/r/n2009/r/n（/r/n4/r/n[/r/n/r/n9/r/n]/r/n/r/n王/r/n寒/r/n，汪/r/n超/r/n．消/r/n除/r/n网/r/n上/r/n购/r/n物/r/n心/r/n理/r/n障/r/n碍/r/n发/r/n展/r/n电/r/n子/r/n商/r/n务/r/n营/r/n销/r/n之/r/n策/r/n[/r/n/r/nJ/r/n]/r/n/r/n．现/r/n代/r/n财/r/n经/r/n-/r/n/r/n天/r/n津/r/n财/r/n经/r/n大/r/n/r/n学/r/n学/r/n报/r/n，/r/n2009/r/n（/r/n6/r/n[/r/n/r/n1/r/n0/r/n]/r/n李/r/n欣/r/n．/r/n消/r/n费/r/n者/r/n网/r/n上/r/n购/r/n物/r/n行/r/n为/r/n的/r/n影/r/n响/r/n因/r/n素/r/n分/r/n析/r/n[/r/n/r/nJ/r/n]/r/n/r/n．/r/n江/r/n苏/r/n商/r/n论/r/n，/r/n2/r/n0/r/n1/r/n0/r/n（/r/n3/r/n．/r/n[/r/n/r/n1/r/n1/r/n]/r/n郑/r/n贤/r/n铭/r/n．/r/n消/r/n费/r/n者/r/n网/r/n络/r/n购/r/n物/r/n行/r/n为/r/n特/r/n征/r/n分/r/n析/r/n[/r/n/r/nJ/r/n]/r/n/r/n．/r/n经/r/n营/r/n管/r/n理/r/n者/r/n，/r/n200/r/n9/r/n（/r/n4/r/n．/r/n[/r/n/r/n1/r/n2/r/n]/r/n吴/r/n荣/r/n．/r/n网/r/n上/r/n购/r/n物/r/n意/r/n愿/r/n之/r/n影/r/n响/r/n因/r/n素/r/n研/r/n究/r/n[/r/n/r/nJ]/r/n/r/n．/r/n现/r/n代/r/n商/r/n业/r/n，/r/n200/r/n9/r/n（/r/n6/r/n．/r/n本科毕业论文/r/n（/r/n20/r/n_/r/n /r/n_/r/n届/r/n）/r/n大学生网上购物现状及问题分析/r/n摘/r/n /r/n要/r/n随着电子商务及网上购物模式的迅速发展和普及，越来越多的消费者接受并/r/n/r/n参与了网上购物，由传统的商店购物模式向这种新型购物方式转移，但与国外相/r/n/r/n比，/r/n我国网上购物的发展仍然处于一个较低的水平。网上购物给消费者提供了不/r/n/r/n同于传统购物方式的新的购物选择和购物体验，尤其受到以大学生为代表的年轻/r/n高学历人群的青睐/r/n深入分析并掌握大学生网上购物现状及存在问题具有一定/r/n的/r/n/r/n理论和现实意义。/r/n本文从网上购物基本概念、分类、流程入手，阐述了网上购物/r/n在国内外的发展状况，在交易成本理论和顾客满意度理论的基础上/r/n,/r/n设计了具体/r/n/r/n的调查问卷/r/n,/r/n对万里学院大学生进行调查分析，发现大学生网上购物过程中存在/r/n的种种问题，针对这些问题给出了相应的对策及解决方案。/r/n关键词：网上购物；影响因素；解决方案/r/nA/r/nb/r/nstr/r/na/r/nct/r/nthther/r/napi/r/n/r/nd/r/ndevel/r/n/r/nnt/r/nofe-/r/nr/r/nce/r/n/r/nand/r/nonl/r/n/r/ni/r/nnes/r/nhoppi/r/n/r/nng/r/n/r/nl/r/n/r/nand/r/np/r/nopul/r/n/r/nar,/r/ne/r/nan/r/nd/r/ne/r/ncons/r/nrsto/r/naccept/r/nand/r/npar/r/nt/r/n/r/ni/r/nc/r/ni/r/n/r/npat/r/ne/r/ni/r/nnon/r/n/r/n-/r/n/r/nl/r/ni/r/nnes/r/nhoppi/r/n/r/nng,/r/n/r/ns/r/nhoppi/r/n/r/nngfrom/r/nthe/r/ntr/r/nadi/r/n/r/nt/r/ni/r/n/r/nonal/r/n/r/n/r/noftr/r/nans/r/n/r/nf/r/ner/r/n/r/ntot/r/nhi/r/ns/r/n/r/nnew/r/nytos/r/nhop,/r/nbut/r/nr/r/ned/r/n/r/nth/r/not/r/n/r/nher/r/ncount/r/nr/r/ni/r/n/r/nes/r/n/r/n,/r/nna/r/n'sI/r/nnt/r/n/r/ner/r/nnet/r/n/r/ns/r/nhop/r/npi/r/nng/r/ndevel/r/n/r/nnt/r/n/r/ni/r/ns/r/ns/r/nt/r/ni/r/nl/r/nl/r/nat/r/na/r/nl/r/nrl/r/nevel/r/n/r/n./r/ni/r/nne/r/ns/r/nhoppi/r/nng/r/npr/r/n/r/novi/r/ndes/r/n/r/ncons/r/nrs/r/ntha/r/ny/r/ndi/r/nf/r/nf/r/n/r/ner/r/n/r/nent/r/n/r/nfr/r/nomt/r/n/r/nhetr/r/nadi/r/n/r/nt/r/ni/r/n/r/nonal/r/n/r/ns/r/nhoppi/r/n/r/nng/r/nnews/r/nhoppi/r/nng/r/n/r/nchoi/r/n/r/nces/r/n/r/nand/r/ns/r/nhoppi/r/n/r/nng/r/nexper/r/n/r/ni/r/n/r/nence/r/n,/r/nes/r/n/r/npeci/r/n/r/nal/r/nl/r/ny/r/ncol/r/nl/r/nege/r/n/r/nst/r/nudent/r/n/r/ns/r/n,/r/n/r/nr/r/nepr/r/n/r/nes/r/n/r/nent/r/n/r/ned/r/n/r/nby/r/nhi/r/nghl/r/n/r/ny/r/neducat/r/n/r/ned/r/n/r/nyoung/r/npeopl/r/n/r/neofal/r/nl/r/n/r/nages/r/n,/r/ni/r/nn-/r/ndept/r/n/r/nh/r/n/r/nanal/r/nys/r/n/r/ni/r/ns/r/nand/r/nst/r/ner/r/n/r/nst/r/nudent/r/n/r/ns/r/npr/r/n/r/nes/r/n/r/nent/r/n/r/ns/r/ni/r/nt/r/nuat/r/n/r/ni/r/non/r/nand/r/npr/r/n/r/nobl/r/ne/r/nof/r/nonl/r/n/r/ni/r/n/r/nne/r/n/r/ns/r/nhoppi/r/n/r/nng/r/nhas/r/na/r/ncer/r/n/r/nta/r/ni/r/nnt/r/nheor/r/n/r/net/r/ni/r/n/r/nca/r/nl/r/nand/r/npr/r/n/r/nact/r/ni/r/n/r/nca/r/nls/r/ni/r/n/r/ngni/r/n/r/nf/r/ni/r/n/r/ncance/r/n./r/nInt/r/nhi/r/n/r/ns/r/n/r/npape/r/nr/r/n,/r/nthe/r/n/r/ndef/r/ni/r/n/r/nni/r/nt/r/ni/r/nonof/r/nonl/r/n/r/ni/r/nne/r/ns/r/nhoppi/r/n/r/nng,/r/nclas/r/ns/r/n/r/ni/r/nf/r/ni/r/n/r/ncat/r/ni/r/non,/r/npr/r/n/r/noces/r/n/r/ns/r/n/r/npaper/r/n/r/nexpounds/r/nthe/r/n/r/ndevel/r/n/r/nnt/r/nof/r/nonl/r/n/r/ni/r/nnes/r/nhoppi/r/n/r/nngs/r/ni/r/nt/r/nuat/r/n/r/ni/r/nonat/r/nand/r/nabr/r/noad/r/n,/r/n/r/nand/r/n/r/ncus/r/nt/r/nr/r/n/r/ns/r/na/r/nt/r/ni/r/n/r/ns/r/nf/r/nact/r/ni/r/n/r/non/r/n/r/ni/r/n/r/nn/r/n/r/nt/r/nhe/r/n/r/nt/r/nheor/r/ny/r/n/r/nof/r/n/r/nt/r/nr/r/nans/r/nact/r/ni/r/n/r/non/r/n/r/ncos/r/nt/r/n/r/nt/r/nheor/r/ny/r/n,/r/n/r/nbas/r/ned/r/n/r/non/r/nthe/r/n/r/ndes/r/n/r/ni/r/n/r/ngn/r/n/r/nofas/r/np/r/neci/r/n/r/nf/r/ni/r/nc/r/nques/r/nt/r/ni/r/n/r/nonnai/r/n/r/nre,/r/ni/r/n/r/nnves/r/n/r/nt/r/ni/r/n/r/ngat/r/ni/r/non/r/nand/r/nan/r/nal/r/nys/r/n/r/ni/r/ns/r/n/r/nof/r/nn/r/nver/r/n/r/ns/r/ni/r/nty/r/nSt/r/nudent/r/n/r/nsf/r/nound/r/n/r/nt/r/nhat/r/n/r/ncol/r/nl/r/nege/r/n/r/nst/r/nudent/r/n/r/ns/r/nonl/r/n/r/ni/r/nnes/r/nhoppi/r/n/r/n/r/nng/r/n/r/npr/r/n/r/nobl/r/ne/r/nexi/r/n/r/nst/r/ni/r/nng/r/ni/r/nnthe/r/npr/r/n/r/noces/r/n/r/ns.In/r/nvi/r/new/r/n/r/noft/r/nhes/r/n/r/ne/r/npr/r/n/r/nobl/r/ne/r/n,/r/ni/r/nt/r/npr/r/n/r/nopos/r/nes/r/n/r/ns/r/n/r/ncor/r/nr/r/nes/r/npondi/r/n/r/nng/r/n/r/ncount/r/ner/r/na/r/ns/r/nur/r/nes/r/n/r/n/r/nand/r/n/r/ns/r/nol/r/n/r/nut/r/ni/r/n/r/nons/r/n/r/n/r/nt/r/no/r/n/r/n/r/naddr/r/nes/r/ns/r/n/r/nt/r/nhe/r/ns/r/ne/r/n/r/ni/r/n/r/ns/r/ns/r/nues/r/n./r/n/r/ny/r/nds/r/n:/r/n/r/nonl/r/n/r/ni/r/n/r/nne/r/n/r/ns/r/nhoppi/r/n/r/nng;/r/n/r/ni/r/n/r/nnf/r/nl/r/n/r/nuence/r/n/r/n/r/nf/r/nact/r/nor/r/n;/r/n/r/ns/r/nol/r/n/r/nut/r/ni/r/n/r/nons/r/n目/r/n 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/r/n14/r/n5/r/n.1/r/n.2/r/n/r/n严/r/n格/r/n准/r/n入/r/n机/r/n制/r/n /r/n14/r/n5/r/n.1/r/n.3/r/n/r/n完/r/n善/r/n商/r/n家/r/n和/r/n个/r/n人/r/n的/r/n信/r/n用/r/n评/r/n价/r/n体/r/n系/r/n /r/n14/r/n5/r/n.2/r/n/r/n加/r/n强/r/n网/r/n络/r/n和/r/n信/r/n息/r/n安/r/n全/r/n保/r/n障/r/n /r/n15/r/n5/r/n.2/r/n.1/r/n/r/n技/r/n术/r/n创/r/n新/r/n /r/n15/r/n5/r/n.2/r/n.2/r/n/r/n网/r/n络/r/n安/r/n全/r/n推/r/n广/r/n普/r/n及/r/n /r/n15/r/n5/r/n.3/r/n/r/n网/r/n上/r/n购/r/n物/r/n配/r/n送/r/n的/r/n解/r/n决/r/n措/r/n施/r/n /r/n16/r/nIII/r/n/r/n结/r/n /r/n论/r/n /r/n17/r/n/r/n参/r/n考/r/n文/r/n献/r/n /r/n18/r/nIV/r/n随着计算机与互联网的发展与普及，人们对于网络的依赖越来越强，网民/r/n/r/n数量逐年增加。根据/r/n2010/r/n年/r/n7/r/n月/r/n“/r/n中国互联网络信息中心/r/n”/r/n（/r/nCNNI/r/n二十六次中国互联网络发展状况统计报告》，截至/r/n2010/r/n年/r/n6/r/n月，中国网民规模达/r/n到/r/n4./r/n2/r/n亿，突破了/r/n4/r/n亿关口，较/r/n2009/r/n年底增加/r/n3600/r/n万人；互联网普及率攀升至/r/n/r/n31./r/n8%/r/n，较/r/n2009/r/n年底提高/r/n2./r/n9/r/n个百分点。互联网的不断发展逐渐把人们带入了电/r/n/r/n子商务时代，消费者的需求与消费行为方式发生了巨大转变。据调查显示，/r/n2010/r/n/r/n年中国网购人数达到/r/n1./r/n/r/n58/r/n亿，/r/n互联网销售总额达到/r/n4./r/n/r/n5/r/n万亿元，/r/n网购市场交易规/r/n模达/r/n5231/r/n亿，同比增长/r/n109./r/n2%/r/n。敢于接受新事物的年轻人自然成为了网购的主/r/n/r/n力，其中又以大学生为最多，因为大学生相对于其他人有更多的空余时间、精/r/n/r/n力等进行网上购物。与此同时，网上购物也确实以其自身优势满足了消费者日/r/n/r/n新月异的需求变化，但也不能因此而忽略了网购的不足及问题所在对消费者产/r/n/r/n生的阻碍、困扰（李欣，/r/n2010/r/n）/r/n[/r/n1]/r/n。/r/n1/r/n/r/n网/r/n上/r/n购/r/n物/r/n概/r/n述/r/n1.1/r/n/r/n网上购物简介/r/n1.1.1/r/n网上购物基本概念/r/n/r/n网上购物是电子商务的一部分，是指用户为完成购物或与之有关的任务而/r/n在网上虚拟的购物环境中浏览、搜索相关商品信息/r/n,/r/n/r/n从而为购买决策提供所需的/r/n/r/n必要信息/r/n,/r/n并实践决策和购买的过程。《/r/n2009/r/n年上半年中国网络购物市场发展/r/n报告》中对网上购物的定义是：借助网络实现商品或服务从商家/r/n//r/n卖家转移到个/r/n/r/n人用户（消费者）的过程，在整个过程中的资金流，物流和信息流，其中任何/r/n/r/n一个环节有网络的参与，都称之为网上购物。概括来说就是消费者通过互联网/r/n/r/n获得自己所需产品（服务）的一种新型购物方式。/r/n1.1.2/r/n/r/n网上购物的分类/r/n网上购物按照交易对象的不同可以分为两类/r/n2/r/n（/r/nu/r/ns/r/ni/r/n/r/nn/r/ne/r/ns/r/ns/r/n/r/no/r/n/r/nu/r/ns/r/nt/r/no/r/ne/r/nr/r/n）/r/n/r/n与/r/n2/r/n（/r/nu/r/ns/r/nt/r/no/r/ne/r/nr/r/n/r/no/r/n/r/n/r/nu/r/ns/r/nt/r/no/r/ne/r/nr/r/n。/r/nB2C/r/n（企业对消费者）模式是指商家通过计算机网络及通信技术，在网上建/r/n1/r/n立门户网站发布商品信息满足消费者需求，最终通过物流实现产品销售。这种/r/n/r/n形式的电子商务一般以/r/n网络零售业为主，主要借助于/r/nI/r/nnt/r/n/r/ner/r/nnet/r/n开展在线销售活/r/n动。戴尔的直销就是一种典型的/r/nB2C/r/n销售模式。/r/nB2C/r/n模式是我国最早产生的电子/r/n/r/n商务模式。/r/nC2C/r/n（消费者对消费者）是以某网站作为交易平台，/r/n通过此平台实现消费者/r/n/r/n与个体卖家间的买卖过程，是一种个人之间的交易活动。如国内知名的淘宝网，/r/n/r/n只需在淘宝主页进行搜索，就能获得大量商品信息及店铺，找到适合自己的产/r/n/r/n品（服务），是现在最流行的模式（王民玉，/r/n2009/r/n）/r/n[/r/n/r/n2]/r/n/r/n。/r/n1.1.3/r/n/r/n网上购物流程/r/n/r/n网上购物流程就是通过互联网媒介用数字化信息完成购物交易的过程。以/r/nC2C/r/n模式为例，主要步骤包括：选择购物平台，挑选商品，注册账号，填写准确/r/n/r/n详细的地址和联系方式，协商交易事宜，选择支付方式，收货验货等。/r/n网上购物流程具体步骤如下：/r/n（/r/n1/r/n）浏览选购。交易的一方通过浏览另一方的网站，/r/n寻求需要的产品或服/r/n/r/n务信息，发现产品的各种相关信息，并进行各种信息的比较，最后在网上选定/r/n/r/n自己满意的商品。/r/n（/r/n2/r/n）选择付款方式并订购商品。交易双方进行价格、/r/n交易时间等具体内容/r/n/r/n的谈判，最后正式给卖方发出订单。因支付环境的问题，传统邮购和上门收款/r/n/r/n等支付方式将在一段时间内和在线支付形式并存。/r/n（/r/n3/r/n）在线支付。根据/r/nSET/r/n协议，通过一定程序付款/r/n。/r/n（/r/n4/r/n）送货及退货等售后服务。物流配送将商品送到用户手中，并有一整套/r/n/r/n的售后服务体系（俞永江，/r/n2009/r/n）/r/n[/r/n/r/n3]/r/n/r/n。/r/n1.2/r/n/r/n国内外网上购物的发展与现状/r/n1.2.1/r/n/r/n国内网上购物发展及现状/r/n/r/n中国的电子商务与国外相比发展较晚，/r/n1998/r/n年中国的第一笔网上交易成功，/r/n1999/r/n年随着/r/n8848/r/n等/r/nB2C/r/n网站的正式开通，中国开始进入购物网站的实际阶段。从/r/n1998/r/n至/r/n2004/r/n年间，先后发生的电子商务相关重大事件有：国内最大的商务拍卖/r/n/r/n网易趣开始运营，/r/nB2C/r/n网站当当投入运营，卓越成立自己的电子商务网站，/r/nB2B/r/n/r/n网站阿里巴巴旗下淘宝网成立，新浪雅虎合资成立/r/nC2C/r/n网站。/r/n目前，随着我国电/r/n2/r/n子商务的发展，越来越多的人选择了方便的网上购物，网购市场已初具规模。/r/n/r/n网上购物早已步入成长期，随着爆发期的来临，也将慢慢开始走向成熟。国内/r/n/r/n最大的独立第三方支付平台支付宝的用户已超过/r/n2/r/n亿。/r/n而在网络交易总额方/r/n/r/n面，/r/n2009/r/n上半年中国网上购物市场交易规模为/r/n1034./r/n/r/n6/r/n/r/n亿元，同比/r/n2008/r/n年上半年/r/n的/r/n531./r/n1/r/n亿元，大增/r/n94./r/n/r/n8%/r/n。淘宝网发布的/r/n2010/r/n年网购数据揭示了网购的疯狂。/r/n/r/n数据显示，/r/n2010/r/n年淘宝网注册用户达到/r/n3./r/n7/r/n亿，在线商品数达到/r/n8/r/n亿，最多的时/r/n/r/n候每天/r/n6000/r/n万人访问淘宝网，平均每分钟出售/r/n4./r/n8/r/n万件商品。同时，以淘宝商城/r/n/r/n为代表的/r/nB2C/r/n业务交易额在/r/n2010/r/n年翻了/r/n4/r/n倍，/r/n未来几年也仍将保持这一增长速度。/r/n1.2.2/r/n/r/n国外网上购物的发展及现状/r/n1995/r/n年/r/n9/r/n月，波尔/r/n·/r/n欧米迪亚（/r/nPi/r/n/r/ner/r/nr/r/ne/r/n/r/ndyar/r/n）成立了世界上第一个/r/nC2C/r/n/r/n网上拍卖网站，/r/n1997/r/n年，该网站正式命名为/r/ne/r/ny/r/n，以星级作为代表的信用评价/r/n/r/n指数初次登场。/r/n2001/r/n年，/r/ne/r/n/r/ny/r/n持续进行全球性扩张，网上店铺上线，大受欢迎。/r/ny/r/n的净收入达/r/n7./r/n/r/n3/r/n亿美元，商品交易额为/r/n90/r/n亿美元。至/r/n2007/r/n年底，/r/ne/r/ny/r/n/r/n整个/r/n2007/r/n年度净收入为/r/n76.72/r/n亿美元。截止到/r/n2007/r/n年第一季度末，/r/ne/r/ny/r/n网络拍/r/n/r/n卖平台共有/r/n2./r/n/r/n33/r/n亿名注册用户。目前，/r/ne/r/ny/r/n己成为全球最大的网上交易平台。/r/n美国电子商务的应用领域和规模都远远领先于其他国家，在全球所有电子/r/n/r/n交易额中，目前大约有/r/n50%/r/n以上都发生在美国。美国的零售贸易（/r/nB2C/r/n，/r/nBusi/r/nnes/r/ns/r/nt/r/no/r/n/r/nr/r/n）电子商务起步最早，引领了世界发展潮流。美国在线（/r/nAOL/r/n）、雅/r/n/r/n虎、电子港湾等著名的电子商务公司在/r/n1995/r/n年前后开始赚到钱，到/r/n2000/r/n年创造/r/n/r/n/r/n了/r/n7./r/n8/r/n亿美元，/r/nI/r/nBM/r/n、亚马逊书城、戴尔电脑、沃尔玛超市等电子商务公司在各/r/n/r/n自的领域都取得了巨额利润。/r/n2000/r/n年，美国网上销售在零售贸易或服务业销售/r/n/r/n额方面占总销售额的比例还只有/r/n0./r/n8%/r/n。不过，近十年来网上销售迅速发/r/n/r/n展，/r/n其增长率大大高出总的零售贸易增长率。根据美国统计局统计，/r/n2009/r/n年第/r/n2/r/n季度，美国零售贸易（/r/nB2C/r/n）电子商务交易额达到/r/n324/r/n亿美元，已经占到全部零/r/n/r/n售额的/r/n3./r/n/r/n6%/r/n（来辉；蔡盈宇，/r/n2009/r/n）/r/n[/r/n/r/n4]/r/n/r/n。美国作为世界上电子商务最发达的国/r/n/r/n家，拥有全球最大的网上购物市场。在美国，网上购物是非常普遍的事情，这/r/n/r/n要归功于其较高的宽带普及率、发达的物流系统和完善的个人信用体系。/r/n3/r/n2/r/n/r/n大/r/n学/r/n生/r/n选/r/n择/r/n网/r/n上/r/n购/r/n物/r/n原/r/n因/r/n及/r/n特/r/n征/r/n大学生的学习、生活都离不开网络，甚至可以说达到了与网络朝夕相处的/r/n/r/n地步，有些学生的专业就与网络有着很大的关联，例如电子商务、信息管理与/r/n/r/n信息系统等专业。随着接触网络的增多，接受新事物能力较强的大学生自然而/r/n/r/n然对网上购物产生了浓厚的兴趣，开始体验网购带来的乐趣（朱浩乐；曾宜泉；/r/n/r/n泮志江，/r/n2009/r/n）/r/n[/r/n/r/n5]/r/n。/r/n2.1/r/n/r/n大学生选择网上购物原因/r/n（/r/n1/r/n）网络商店的优势性/r/n/r/n网络商店提供的产品或服务种类繁多，依靠网络无地区、国界限制的优势/r/n毫无保留地展示自己的商品，只需一台连接互联网的计算机，就能了解最新的/r/n/r/n商品信息，满足自身消费需求。商品信息更新速度快，毫不夸张的说，只有你/r/n/r/n想不到的没有你买不到的。网络本身就是一个巨大的信息平台，可以散布大量/r/n/r/n的广告吸引消费者。以上这些恰恰是传统商店无法企及的（吕婕，/r/n2009/r/n）/r/n[/r/n/r/n6]/r/n/r/n。/r/n（/r/n2/r/n）网络购物的广泛性/r/n/r/n网络提供/r/n24/r/n小时服务，不存在节假日或营业时间限制。消费者可随时查询/r/n所需资料或购物，查询和购物过程需时极短，程序简便快捷。网络购物不受时/r/n/r/n间、空间限制，具有随意的时空性，消费者只需选择自己方便的任何时间地点/r/n/r/n进行网上购物，要做的只是登陆喜欢的购物网站，挑选自己所需商品，通过一/r/n/r/n定的支付方式，完成产品的选购过程。传统购物大多受到营业时间的限制，购/r/n/r/n物地点也只能是固定的区域场所，很多想买的东西无法买，比如其他地方的特/r/n/r/n产、某些刚上市的新产品等（沈颖；王川，/r/n2010/r/n）/r/n[/r/n/r/n7]/r/n/r/n。/r/n（/r/n3/r/n）网络商品的低价性/r/n/r/n对于网店经营者来说，在网上进行销售省去了实体店的房租、装修，没有/r/n库存的压力，也省去了很多中间环节，经营成本降低，或是由于地域性的消费/r/n/r/n差异等因素，都会使得网上商品的价格低于传统购物渠道商品价格。这对于大/r/n/r/n多数没有工作收入来源、追求物美价廉的大学生消费者而言，无疑充满着巨大/r/n/r/n的诱惑力。/r/n4/r/n2.2/r/n/r/n大学生网上购物特征/r/n（/r/n1/r/n）消费主动性增强/r/n/r/n大学生具有较高的学历和较强的获取信息的能力，会想方设法通过各种可/r/n能的途径获得满意的商品，通过便捷的网上购物可以轻松地达到货比三家的目/r/n/r/n的，找到最适合自己的低价位商品（胡文杰，/r/n2010/r/n）/r/n[/r/n8]/r/n。/r/n（/r/n2/r/n）消费结构多样化的需求/r/n/r/n大学生消费日趋呈现出多元化的特点，当传统的购物模式无法满足自身不/r/n断发展的对产品的需求时，便将目光投向了网上购物。/r/n目前大学生网上消费主/r/n要集中在生活学习、通讯、娱乐等方面。/r/n（/r/n3/r/n）对时尚潮流消费的追求/r/n/r/n作为青年一代的大学生，追逐潮流无可厚非，网上/r/n购物本身就是一种不同/r/n于传统购物模式的新型购物方式，通过网络购买符合自己需求的商品，这些商/r/n/r/n品一般是当下最流行的，具有时尚新奇的特点，充分体现了自己的独特个性和/r/n/r/n兴趣（杜和平，/r/n2009/r/n）/r/n[/r/n/r/n9]/r/n/r/n。/r/n（/r/n4/r/n）从众性消费/r/n/r/n大学的生活离不开群体，方方面面都受到来自群体行为的影响，对购物方/r/n式的选择自然也不例外，/r/n看到身边的同学经常在网上买到称心如意的商品，潜/r/n/r/n移默化的过程中自己也会浏览一些购物网站，尝试网上购物。如此一来，越来/r/n/r/n越多的大学生选择了网上购物方式（戴景南，/r/n2009/r/n）/r/n[/r/n/r/n10]/r/n/r/n。/r/n5/r/n3/r/n /r/n大/r/n学/r/n生/r/n网/r/n上/r/n购/r/n物/r/n调/r/n查/r/n问/r/n卷/r/n分/r/n析/r/n3.1/r/n/r/n调查方案设计/r/n（/r/n1/r/n）调查目的/r/n/r/n通过此次调查，深入了解万里学院大学生网上购物现状的具体情况，掌握/r/n大学生网上购物的心理动机和行为特征，并且发现网上购物现存的主要问题，/r/n/r/n根据得到的研究结果提出相关意见和建议。/r/n（/r/n2/r/n）调查对象/r/n/r/n本次调查以浙江万里学院的所有在校大学生为样本，方便获取数据，数据/r/n的可信度也较高，因此得出的结果也相对比较可靠。国外许多关于网上购物行/r/n/r/n为的实证研究也是采用学生作为样本，所以以高校学生作为样本来研究网上购/r/n/r/n物现状有一定的可行性和实践价值（顾菊，/r/n2009/r/n）/r/n[/r/n/r/n11]/r/n/r/n。/r/n（/r/n3/r/n）调查方法/r/n/r/n选用随机抽样拦截式调查的方法，将问卷直接送到被访问者手中等待被访/r/n者做完调查后立即回收，以确保问卷的高回收率，期间同时进行口头采访。本/r/n/r/n次问卷调查总共发放问卷/r/n300/r/n份，实际回收有效问卷/r/n265/r/n份，回收率为/r/n88./r/n3.2/r/n/r/n调查问卷分析/r/n3.2.1/r/n/r/n大学生网上购物总体情况数据分析/r/n（/r/n1/r/n）参与网购的经历及网购历史/r/n/r/n在有效的/r/n265/r/n份问卷中，有过网上购物经历的学生人数达到了/r/n93./r/n/r/n中，有三年或三年以上网购历史的人占到了/r/n29./r/n/r/n6%/r/n，一年或一年以上的占/r/n40./r/n/r/n20./r/n/r/n6%/r/n的学生有半年或半年以上历史，仅有/r/n9./r/n/r/n6%/r/n的学生只有一个月或三个月的网/r/n购历史（网上购物历史见图/r/n1/r/n）。剩下/r/n6./r/n/r/n2%/r/n没有参与过网上购物的学生大多因为/r/n未开通网上银行，极个别则是对网购不感兴趣。表明大学生对于网购并不陌生，/r/n/r/n甚至已经成为大学生活的一部分，或多或少地影响着大学生的购物方式。/r/n6/r/n图/r/n1/r/n/r/n网/r/n上/r/n购/r/n物/r/n的/r/n历/r/n史/r/n（/r/n2/r/n）购物网站的选择及支付方式/r/n淘宝网以/r/n90./r/n1%/r/n的比例遥遥领先于其他品牌网站，/r/n60./r/n/r/n7%/r/n的大学生选择在拍/r/n/r/n拍网购物，其他主流购物网站的比例依次为当当网/r/n50./r/n3%/r/n、京东商城/r/n52./r/n/r/n越网/r/n的/r/n39./r/n/r/n4%/r/n，还有/r/n15./r/n/r/n6%/r/n的同学选择了其他（购物网站的选择见图/r/n2/r/n）/r/n。大学生/r/n/r/n普遍的第一反应就是淘宝网，拍拍网也因其拥有大量/r/nQQ/r/n用户的优势使得市场占/r/n/r/n有率仅次于淘宝。关于支付方式的选择问题，/r/n93./r/n8%/r/n的学生表示会通过支付宝等/r/n相对/r/n安全而又方便快捷的电子支付方式，/r/n22./r/n/r/n1%/r/n的学生更愿意选择货到付款的方/r/n式，极少数学生选择了邮局或银行直接汇款的方式。/r/n（/r/n3/r/n）网购年消费额/r/n

/r/n图/r/n2/r/n/r/n购/r/n物/r/n网/r/n站/r/n的/r/n选/r/n择/r/n关于大学生网上购物的消费水平，根据调查数据显示，有/r/n26/r/n个学生网上购/r/n/r/n物年均花费在/r/n100/r/n元以内，年均消费额在/r/n100/r/n至/r/n500/r/n元的有/r/n52/r/n人，半数以上在/r/n