基于理性选择视角的大学生网购行为研究*--以安徽师范大学为例

摘要

In the Internet era ,the technological development has greatly changed people's life ,making them increasingly active in the virtual world rather than in the physical world .Online shopping has been accepted by people as a way of purchasing and become more and more popular .This article , based on a survey of students from Anhui Normal University ,attempts to find the pattern of universi-ty students'rationality in their online shopping behavior .University students must act by the principle of economic rationality ,risk control rationality ,behavioral rationality and of rational expectation dis-crepancy and rational mentality .T he paper aims to help university students develop rational ideas a-bout spendiong .%随着网络时代技术的不断发展，人们的生活逐渐由现实转向虚拟，网上购物，逐渐成为人们购买物品的方式之一，并呈现扩大化的趋势。通过对安徽师范大学在校大学生进行网购情况的调查，分析当前大学生网购行为理性表现的规律：大学生网购具有经济理性、规避风险理性、行为理性、期望差异理性以及心态理性。帮助大学生树立理性的消费观。