Impacts of website factors on after-90 college students' online consumption decision

摘要

Because of the huge consumption potential, college students born after 1990 have become the market that can not be ignored by the companies. Through empirical study on college students who born after 1990's using behavior of online media we found that product information, website credibility, update speed of the website, online advertisements and website operational have significant correlation with the college students' intention of online purchase who born after 1990. To the corporate who focus on the target market towards college students, website design which fit to the characteristics of college students who born after 1990, the sense of security on the internet, personalized online media marketing strategy, implantable online advertising and customized services can improve the willing of purchase, and make the company to grasp better of the potential market, at last make more revenue for company.