广州大学生选择网购平台的影响因素研究--以天猫和京东为例.docxVIP

PAGE PAGE 25 广州大学生选择网购平台的影响因素——以天猫和京东为例 [摘要]目的 了解广州大学生选择不同网购平台的影响因素，通过对广州大学生选择不同平台的购买行为进行总结，为平台提出相应营销策略。 方法 本文将以广州市大学生作为研究对象，对广州市大学生选择网购平台的影响因素展开调查研究。在本研究的工作展开过程中，采用了文献阅读法、问卷调查法及数据分析法。先运用文献研究法了解掌握目前国内关于大学生网购行为的影响因素的研究，并根据文献研究结果制定问卷，运用方便抽样的抽样方式，对广州市的200名大学生进行问卷调查。 结果 影响大学生选择网购平台的可分为自身因素和平台因素。其中自身因素有购买需求、购买习惯、交往需求、跟风购买以及冲动消费；平台因素有物流、促销活动、商品以及客 服。 结论 对电商平台发展提出建议，增加广告宣传，加强促销活动的宣传， 开展个性化服务，提高客服服务质量，提高配送效率，提升产品质量与种类，入驻商家规范管理，和明星、网红合作等方式，来提升平台流量以及客户忠诚度。 [关键词]大学生 电商平台 对比 [Abstract] Objective To understand the influencing factors of college students choice of different online shopping platforms in Guangzhou, summarize the purchasing behaviors of college students choice of different platforms, and put forward corresponding marketing strategies for the platform. Methods This paper will take college students in Guangzhou as the research object to investigate the influencing factors of college students choice of online shopping platforms in Guangzhou.In the process of this study, literature reading method, questionnaire survey method and data analysis method are adopted. Firstly, the literature research method is used to understand the current domestic research on the influencing factors of college students online shopping behavior, then, questionnaires are made based on literature research results and a convenient sampling method is used to conduct a questionnaire survey among 200 college students in Guangzhou. Results The factors that influence college students choice of online shopping platforms can be divided into their own factors and platform factors. Student’s own factors include purchasing demand, purchasing habit, communication demand, following trend of buying and impulsive entertainment consumption. Platform factors include logistics, promotions, merchandise and customer service. Conclusions Some advice for the development of e-commerce platforms: Increasing advertising, strengthening promotional activities, carrying out personalized services, improving customer