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