The Factors Affecting the Attitude of University Students towards Online Shopping A Case Study of Students in Honghe University

摘要

In recent years, online shopping as a new consumption method accepted by more and more people. University students are becoming the major group of online shopping. So we need have a better understanding of the university students' attitude towards online shopping, so that companies which are doing or want to do e-commerce can take advantages from it According to the characteristics of university students, the researchers assumed that the factors of gender, grade and major, perceived safety, website construction, price and quality of products have influence on the attitude of university students towards online shopping. The data collected through the self-helped questionnaires, and Variation analysis, Pearson correlation coefficient analysis, independent sample t-test are used to analyze the hypotheses. Finally the result of analysis showed that the factors of major, perceived safety, website construction, prices and quality of products have significant influence on university students' attitude toward online shopping.