Research on Factors Influencing Online Shopping Behavior of Female College Students

Abstract

The rapid development of the Internet has made online shopping become a common thing. Now, about 1/4 of the e-commerce users are post-95s, the permeability of online shopping has increased year by year. People in their 19-24 year old is the main group of online shopping. The college students are exactly in this age order. Their personality is distinctive, they are young and willing to accept new things, and skilled in using the Internet. Online shopping is one of their main way of shopping. The analysis method of the research, by using the SPSS24.0 data analysis software, draws a conclusion that the commodity factors and network retailer factors and guiding factors have significant positive influence on the intention of online shopping for female college students, and the online shopping intention has significant positive influence on the behavior of online shopping for female college students. According to the research findings, suggestions for cosmetics online retailers are put forward.