摘

要

随着电子商务及网上购物模式的迅速发展和普及，越来越多的消费者接受并参与了网上购物，由传统的商店购物模式向这种新型购物方式转移，但与国外相比，我国网上购物的发展仍然处于一个较低的水平。网上购物给消费者提供了不同于传统购物方式的新的购物选择和购物体验，尤其受到以大学生为代表的年轻高学历人群的青睐，深入分析并掌握大学生网上购物现状及存在问题具有一定的理论和

现实意义。本文从网上购物基本概念、分类、流程入手，阐述了网上购物在国内外的发展状况，在交易成本理论和顾客满意度理论的基础上, 设计了具体的调查问卷, 对万里学院大学生进行调查分析，发现大学生网上购物过程中存在的种种问题，

针对这些问题给出了相应的对策及解决方案。

关键词：网上购物；影响因素；解决方案

Abstract

Wi t h t he r apid development of e - commer ceand onli ne s hopping modeland popula r , more and more cons umer s t o accept and par ti c ipat e i n on -l i ne s hopping,s hopping f r om t he t r adit ionalmodeof t r ansf ert o t hisnew way t o s hop, but compar edwit h other count r ies, Chi na ' s I nternets hoppi ng developmenti s s t i l l a t a l owe r l evel. Onli ne s hoppi ng providescons umer s wit h a way di f ferentf r omthe t r adit ionals hopping news hoppingchoicesand s hopping experience, especia l l y col l eges t udents,r epresentedby hi ghly educatedyoung people of a l lages , i n- depthanal ysi s and ma s t ers t udents presents i t uati on and probl e msof onlines hopping has a cert a i n t heoret ica l and pract ica l s ignif icance. I n t hispaper , t hedef ini t i on of onli ne s hopping, c l a s si f icat i on, processpaperexpounds t hedevelopment of onli ne s hopping s i t uati on a t home and abroad,andcustomersatisfactioninthetheoryoftransactioncosttheory,basedon

t

hedesignof a s pecif i c ques t ionnair e , invest igat i on and anal ysisof Wan Li Uni vers i t y St udents f oundt hatcol l eges t udents onli ne s hoppingprobl e msexis t i ng i n t he process . I n vi ewof t hese probl e ms, i t proposessomecorresponding countermeasuresand

solutionstoaddress

theseissues.Keywords:

online

shopping;influencefactor;solutions

目 录

1 网上购物概述 ..................................................................................................................................................... 1

1.1 网上购物简介 ........................................................................................................................................ 1

1.1.1 网上购物基本概念 .................................................................................................................... 1 1.1.2 网上购物的分类 ........................................................................................................................ 1 1.1.3 网上购物流程 ............................................................................................................................ 2 1.2 国内外网上购物的发展与现状 ............................................................................................................. 2

1.2.1 国内网上购物发展及现状 ........................................................................................................ 2 1.2.2 国外网上购物的发展及现状..................................................................................................... 3

2 大学生选择网上购物原因及特征 ..................................................................................................................... 4

2.1 大学生选择网上购物原因 ..................................................................................................................... 4 2.2 大学生网上购物特征 ............................................................................................................................. 5 3 大学生网上购物调查问卷分析 ......................................................................................................................... 6

3.1 调查方案设计 ........................................................................................................................................ 6 3.2 调查问卷分析 ........................................................................................................................................ 6

3.2.1 大学生网上购物总体情况数据分析 ......................................................................................... 6 3.2.2 网购的优势及网上购物与传统购物满意度比较 ..................................................................... 8 3.2.3 网上所购商品种类及影响购买决定的因素 ............................................................................. 9 3.2.4 网上购物存在的不足 .............................................................................................................. 10

4 大学生网上购物过程存在的主要问题 ........................................................................................................... 12

4.1 网上购物诚信问题............................................................................................................................... 12 4.2 安全性问题 .......................................................................................................................................... 12 4.3 物流配送问题 ...................................................................................................................................... 13 5 完善网上购物的措施 ....................................................................................................................................... 14

5.1 提高商家经营诚信度 ........................................................................................................................... 14

5.1.1 完善法律法规 .......................................................................................................................... 14 5.1.2 严格准入机制 .......................................................................................................................... 14 5.1.3 完善商家和个人的信用评价体系 ........................................................................................... 14 5.2 加强网络和信息安全保障 ................................................................................................................... 15

5.2.1 技术创新 .................................................................................................................................. 15 5.2.2 网络安全推广普及 .................................................................................................................. 15 5.3 网上购物配送的解决措施 ................................................................................................................... 16

III

结

论 ................................................................................................................................................................ 17

参考文献 ............................................................................................................................................................. 18

IV