I. Background

With the rapid development of Internet and communication technology, e-commerce is rapidly popularized. With the advantage that the Internet is not restricted by regions, the obstacles related to location and distance between products, service providers and demanders have been eliminated, and China economy is gradually becoming a new economy based on the Internet and communication technology.

Nowadays, more and more people save time for convenience, and online shopping is getting closer to people's lives. The advantages of b2c and c2c modes in reducing operating costs, convenience and quickness have greatly reduced the entry threshold for enterprises and individuals, and online businesses have sprung up like mushrooms after rain. The rise of online shopping is quietly changing the commercial structure and lifestyle of society. Online shopping has changed from a distant state in the fog at that time to the most popular shopping method, which is most suitable for office workers and young people. Online shopping has gradually become a part of people's daily life from a new thing, impacting people's traditional consumption habits, thinking and lifestyle, and gradually popularizing with its unique advantages. As the most sensitive group to the Internet, college students accept online shopping quickly and are potential users in the future shopping market.

Second, the purpose of the investigation

The purpose of this online shopping survey of college students is to study and analyze their online shopping behavior, understand the consumption attitude of contemporary college students to online shopping, correctly guide their online shopping consumption behavior, and look forward to the development potential of online shopping in the future.

Third, the survey object and method

1. Respondents: students from * * * College.

2. Data collection method: Questionnaire survey. The questionnaire of online shopping for college students was distributed, and the basic situation of online shopping for college students was understood.

In this survey, 200 questionnaires were actually distributed, 200 questionnaires were recovered, and 176 questionnaires were valid, with an effective rate of 88%.

Fourth, the survey results and analysis

1. College students have great potential for online shopping.

According to this survey, 68% of college students have online shopping experience. Among college students who have no online shopping experience, only 7.8% have never visited a shopping website. It is not difficult to see that the market potential of online shopping for college students is huge! It shows that college students can accept online shopping and accept it quickly.

2. Online shopping group characteristics of college students: gender characteristics.

The survey results show that 68% of college students have online shopping experience, and the online shopping group of girls is higher than that of boys. Girls have a stronger desire to shop and pursue beauty. Girls are keen on clothes, while boys are relatively inclined to electronic products.

3. Analysis of reasons for online shopping

(1), rich in online goods. Compared with the limitations of the real community activity area, the network, as a virtual community, has "infinite" space and field. In this "infinite" space, people can find the goods and services they want to buy through online stores. The virtual community space in the network has no region and no boundary, which leads to online shopping breaking through the boundaries between regions and national boundaries, so that consumers can buy goods that are difficult to buy in their own communities through the network. (2) The price of goods in the network is relatively low.

The price of goods sold online is usually lower than that of traditional shopping malls. According to the survey data, clothing is the biggest discount among several commodities that students pay more attention to, which can reach more than 50%. Followed by electronic products, with an average discount of 40%; Books are the least discounted, generally only 20%-30% cheaper. The reason for the low price of online goods is that the network can save some expenses that traditional shopping malls can't save, such as venue rent and employee salary. Therefore, the additional cost of online goods is relatively low and the price of goods is also low. Low price is an important reason to attract college students, a "pure consumer" group, to participate in online shopping.

(3) Online shopping is fast and convenient.

The rapid development of express delivery companies has promoted the prosperity of online shopping. Today's express delivery companies are not limited to the traditional post office, but there are many new express delivery agencies, such as ZJS, Shentong Express, Tong Yuan Express, ZTO Express, Tian Tian Express and so on. The emergence of these courier companies has accelerated the development of online shopping and made online consumption more convenient and faster. On the one hand, it relieves the pressure of store promotion and distribution, on the other hand, it also facilitates consumers' shopping. Consumers only need to choose goods online, and the rest will be done by merchants and courier companies. Consumers don't have to go to the store to buy them in person. Moreover, it is more convenient for customers to open online stores 24 hours a day and will not be limited by business hours. College students are more suitable for this new way of shopping.

(4) Group identity of online shopping.

As a new way of shopping, from the rise to maturity, the number of online shoppers is increasing. However, due to the limitations of online shopping, there are relatively few consumers, and people still feel very novel about online consumption. Online shoppers will also separate themselves from other groups and form a special group. Especially for college students, personality makes them prefer to "flaunt" themselves, thus paying more attention to the sense of identity of special groups brought by online shopping.

Verb (abbreviation of verb) Problems in the process of online shopping

1, online word of mouth

Because commodity exchange is conducted through the intangible medium of the Internet, it is inevitable that some unscrupulous merchants will take advantage of the weakness of the Internet and people's lack of understanding of online shopping to do some illegal activities and harm the interests of consumers. Therefore, people influenced by traditional consumption concepts prefer to go shopping in traditional shopping malls.

2. Payment methods for online shopping.

At present, bank card payment still restricts the development of online shopping to a certain extent. Many students who shop online are willing to choose the bank card payment method. However, because the merchants who provide bank card payment have to pay a certain fee to the bank, the merchants may be unprofitable for the goods with low profits. Therefore, merchants are unwilling or forbidding customers to pay for these goods through bank cards online. Then there is the problem of network security. In online shopping, college students are also very worried about network security, such as personal information, bank account password during transaction, and fund security during transfer. So I suggest you choose cash on delivery.

3. Commodity information problem

Because buyers can only understand the goods through pictures and text descriptions online, some merchants' descriptions of the goods are ambiguous, which easily leads to differences in people's understanding of the goods. When the buyer completes the online shopping transaction according to his own understanding and gets the goods, he will complain that the goods are inconsistent with his own order. Moreover, compared with traditional shopping, online shopping is a relatively troublesome and costly thing. In addition, despite the rapid release of commodity information, commodities cannot be put in place in time. After a lot of commodity information is online, buyers can see it, but they can't buy it immediately. This is mainly because the information is published online, but the suppliers are still traditional enterprises. The distribution of goods in traditional enterprises cannot be synchronized with the information on the Internet, so the information will be faster than the goods.

4, the distribution of goods

Traditional shopping usually takes away the goods directly after selecting them, while online shopping needs a waiting process after placing an order. Therefore, there are many logistics companies in the society at present, which have played a great role in delivering goods for online shoppers. In the current commodity distribution, as far as the same city distribution is concerned, it usually takes one hour at the earliest and two days at the longest. If the buyer is in urgent need of something, online shopping is generally not suitable.

Sixth, solve the problems existing in college students' online shopping.

1. Strengthen merchant management.

(1) Strengthen the management of online commodities. The survey found that many college students like to buy some branded goods. The reason why they shop online is that they take a fancy to the low price of online goods. However, the adulteration of fake goods deceived college students, thus losing their interest in online shopping. Therefore, we must strengthen the management and appraisal of the quality of online goods to ensure the authenticity of the goods.

(2) Strengthen the reputation management of merchants. According to the survey, many shopping websites have set up reputation evaluation. For example, every time a Taobao member makes a successful transaction with Alipay on Taobao, he can evaluate the credit of the transaction object. In the transaction, the seller's credibility is divided into 20 levels. The higher the level, the higher the credibility. In the process of online shopping, college students can determine which merchant's products to buy through credibility.

(3) Strengthen the construction of laws and regulations. With the rapid development of online shopping, the pace of laws and regulations in this area is slightly slow. Disputes related to online shopping in China mainly rely on legal adjustments such as contract law, consumer rights protection law and product quality protection law, but there are no national laws and regulations specifically regulating e-commerce. Therefore, it is of great significance to establish and improve the relevant laws and regulations on online shopping, and stipulate the subject of compensation responsibility, contract method, rights and obligations, dispute resolution mechanism and compensation method.

2. Advocate the rational consumption of college students on the Internet.

(1) Choose a good shopping website. When college students buy online, they should try to choose some familiar websites with high credibility, and try not to choose new websites.

(2) Choose a good business. When shopping, college students first consider the credit rating of the merchants, the length of opening the store and the bad reviews.

(3) choose high-quality goods. The price of goods in the network is not uniform, and there are many kinds of the same kind of goods. Therefore, in the process of online shopping, college students must learn to shop around and find the goods with the best quality and the lowest price.

(4) Choose an appropriate payment method. When purchasing goods, we must use insurance payment methods, such as Alipay and Anfutong, which are paid by a third party to fully protect the rights and interests of college students.

(5) Strengthen the awareness of self-protection. When shopping online, college students must learn to identify the authenticity and credibility of merchants, communicate with sellers more, fully understand merchants and commodities before buying goods, and learn to protect their interests with legal weapons.

Seven. The conclusion of the report

1, college students have broad prospects for online shopping.

Although college students are restricted by economic conditions and cannot carry out more online shopping activities during their school days, they will become middle-and high-income groups in society to a great extent after taking part in work. Therefore, the value of college students is not limited to their actual purchases at present, but lies in the value of their lives. Once they have a fixed income, their potential to participate in e-commerce activities is enormous. This questionnaire survey also supports this result, and 37.8% of the students interviewed have had online shopping experience; 83.7% of college students' online shoppers made it clear that they would continue to shop online in the coming year. 69% of college students who have never tried online shopping also indicated that they will do online shopping in the future.

2. The online shopping market for college students has been formed.

From the survey, we can see that the Internet has become popular among college students. The average time for college students to surf the Internet every day is generally 1 ~ 5 hours. These people are quite dependent on the internet. At the same time, among the shoppers who have had online shopping experience, 86% are basically satisfied with their online shopping, which shows that at least 86% are acceptable to online shopping. The above figures tell us that the online market for college students has been formed and is waiting for businesses to develop it.

3. The preferred shopping websites are relatively concentrated

The survey results show that college students' preferred shopping websites are concentrated in several websites. In each kind of website, the choice of college students is concentrated in a few very well-known websites. This phenomenon is more obvious on auction websites. Among the 150 students who chose the auction website, 129 students chose Taobao, and only 2 1 students chose other websites. In addition, the number of B2C shopping websites in China has exceeded 12000 at present, but the survey results show that Zhuoyue and Dangdang are the first choice websites for college students to shop online. The votes of the portal are basically divided between Netease and Sina.

4. Comparison between online shopping and traditional shopping

Although online shopping has many benefits, I won't give examples here, but the traditional shopping form is irreplaceable. For example, if you buy clothes, shoes and cosmetics that you have never used before, you need to try them yourself before deciding whether to buy them. People usually choose traditional shopping methods to buy such goods.

The rapid development of e-commerce has brought new revolution and vitality to online shopping, and it is also the trend of future shopping development.