中泰大学生网络购物行为比较研究 专业名称: 国际贸易 申请人: 刘梦 指导教师: 罗婧教授 论文答辩委员会 主席: IIIII I II II IIII IIIll III III 。Y 加 46264 中泰大学生网络购物行为比较研究 研究生姓名:刘梦 专业名称:国际贸易 导师姓名:罗婧教授 。年级:2013 级 研究方向:电子商务 摘要 21 世纪互联网技术的发展给人们的日常生活带来了巨大的影响,人们的行为方式有了新 的时代特征。近年来电子商务借助先进的互联网科学技术得到迅猛发展,网购已成为了大众 化消费模式,任何普通群体都能利用网络平台很便捷的享受网购服务。 近年来中国的网购规模日益增大,网购用户越来越多,网购人群结构越来越多样,网购 商品也越来越丰富。网络提供了一个新型的消费平台,改变了人们传统的单一购物模式,让 消费市场产生了新的形式和活力。同时许多企业和零售商贩把目标市场也定位到了电子商务 的平台,通过互联网技术这一沟通桥梁,帮助他们直面的和消费者进行交易,不仅有效节省 了显性成本和时间成本,也减去了像开实体店那样繁琐的审批手续。 中国和泰国地域相邻,各方联系也日益密切,中国互联网技术的发展步伐明显高于泰国 ,电子商务这一新兴领域得到不断发展,在第三产业的经济增长中占据了重要地位。由此也 让泰国开始逐渐重视这一新兴消费领域,数据显示近年来泰国的网购市场规模日趋扩大,网 购商品也变得丰富多样,但是在技术平台的建设方面还显得不足。鉴于这一新兴消费市场的 成熟发展对泰国经济总体的促进明显,泰国中央政府也开始高度重视来推进这一平台领域的 建设,消费是经济增长“三驾马车”中的重要一支,促进内需能有效发挥其推动经济发展的 作用。此外,在对比两国电子商务领域发展现状基础上,分析消费群体的行为特征对把握电 子商务的未来走向有很好的指导作用。 在本文写作前期笔者阅读了大量关于研究大学生消费行为的文献资料,对大学生网购消 费这一新兴领域也逐渐成为众多学者关注的焦点,过去多以市场营销学、社会心理学为研究 视角,围绕大学生的个性特征、追求时尚的心态,通过迎合他们的需求为导向来给商品经营 者提出对策建议。本文在总结前人丰富的理论研究基础上,采用理论结合实证,通过量化大 学生网购行为的影响因素,来探究他们对网购这一消费模式的认知程度,以期预测网购未来 的发展趋势。 本文选取大学生群体为网购研究样本,基于两国大学生不同的消费行为特征进行比较研 究,通过查阅相关文献,了解中、泰大学生消费文化观念,设计调查问卷,了解影响他们对 网购的看法和选择,把影响网购的行为因素分为购物动机、购物环境、购物问题等几大类, 归集影响他们网购的各因素维度,再对收集到的数据整合分析并归纳总结,定量探究最显著 影响两国大学生网购行为的因素是什么?他们网购时遇到的问题是什么?最后 归因分析并得出相关结论和建议,本文认为中、泰网店经营者必须以大学生时代特性为认识 ,基于对方的诉求去满足个性化的需要。同时中、泰两国政府必须有效加强监管,规范行业 经营行为,在网络安全运营上加大技术投入,提供一个安全可靠的消费环境,才能使网络消 费这一平台得到大众认可,为电子商务持续发展提供保障。 关键词:消费文化;中、泰大学生;网购环境 n A Comparative Research Study Internet Shopping Behavior of on College Students between China and Thailand Name:LiuMeng Supervisor:Luo Jing Major:International Trade Grade:20 1 3 Research Orientation: Electronic commerce Abstract A Development of Internet profound effect and online technology of the 21 people’S daily on life.In st century has influence and years,the recent Interact e-4eommelxte or online shopping has been involved、析 m new science and technological advancement which ale rapidly growing.An online shopping buyers.General population device to make and has become so can usc any network popular platform and caused new such as personal computer of population structure putchase purchases of goods are increasingly higher.This new network offers a new type traditional of consumer in platform,completely changing shopping patterns e-commerce market.Currently,many e-commerce business and target online market platform through bridges them with consulners while effectively less wait time.Opening a traditional procedures,advertise cost,and China and cut store owners the 墩 of growth of this new items online buyers,generate Intemet technology with its navigate that net toward help unnecessary business expenses,save cost, that call lot of business relate be a real cumbersome wim approval expenses. nearby regions like Thailand,these two parties ale the emerging field of e·comlnerce has on mobile or and retailers closer in contact,but the pace of development of China's online shopping is significantly much higher than attention in enjoy online purchase with ease. and more online shopper every day.Diverse groups and patterns shopping is increasing the size in China the most in recent years and attracting more Online own consumption one in Thailand, grown and occupy all important position in the economic industry.Business owners in Thailand online shopping throughout recent years.The new online began to market emerge shopping in consBiner is also increasing day to day;mole commodities have become rich and varied.However building the technology platform is also obviously inadequate,given the emerging mature consumer market to promote the development of the began t0 its to attach great importance to Thai as whole a is,the the construction ofthe platform economic growth,”Troika”of development of electronic economy a role.In contrast to commerce between the to national advance government the field ofplay the basis of this status quote,while the two countries.The analysis III of behavioral level characteristics in Prior to cons 啪 er groups shows grasp a on future direction of e·commerce. writing this essay,I have read a lot of literature and done lots of msem'ch on consumer behavior of comer college students:College students a∞on emerging field of shopping study.They have become the focus of attention of many scholars and more researchers focus on community,social psychology perspective.These college online students’personality,fashion,and to their needs while buying attitude,by catering to marketing providing guidance to operators.This paper summarizes a rich theoretical basis of previous studies on the use of empirical of theory by quantifying the factors ㈣ess of the consumption online shopping behavior of college students to explore their a patm'm of online shopping in order to predict future trends. In this research,online shopping group comparative characteristics actress through to college understand factors affecting and other students as research different countries on documents,understand the relevant problems shopping,shopping based study concept,design questionnaires,to and selection,the selection on the impact Thai their online shopping categories,the behavior is the attribution Thai the most significant impact purchase?What problems they Students’Cdtural imputation Consumption of online behavior into dimensions of their online shopping,and then the collected data and quantitatively explore c011sBmer behavior, Students perception sample factors shopping motivation, shopping influence the meta-analysis summarized What two factors of coUege encountered when online students network shopping?Finally, analysis and draw relevant conclusions and recommendatiom,this paper argues,the shop operators must know cofiege students age characteristics are based on the demands of the other side to meet individual needs.At the 戳 lnle time,the government of China and Thailand increase must effectively strengthen supervision and regulate the industry business practices, technology investment in the network security operations to provide a safe and secure environment for consumers e-commerce continued to make development online consumer platform to to give public provide protection. environment Keywords:consumer culture;Chinese,Thai Students;online shopping recognition, IV