商貿(mào)英語本科畢業(yè)論文

1、存檔日期： 存檔編號： 本科生畢業(yè)設(shè)計（論文）on the consumer buying behavior of female college students online garment shoppinga case study of jiangsu normal university 論 文 題 目：姓 名： 學(xué) 院： 外國語學(xué)院 專 業(yè)： 商貿(mào)英語 年 級 、 學(xué) 號： 指 導(dǎo) 教 師： 江蘇師范大學(xué)教務(wù)處印制abstractwith the development of internet environment and increasing popularity of e-comm

2、erce, there are more and more chinese internet users shopping online. and the transaction volume of garment products is the largest among all types of goods. young people, especially college students, recipients of new things and network, quickly become a main force of online shopping. as the number

3、 of college students accounts for a larger proportion of people shopping online, and female college students are one of main forces of garment consumption. they are quickly becoming the focus of e-commerce sellers.this paper takes female college students of jiangsu normal university as research subj

4、ects. based on influencing factors of buyer decision process theory, this paper is trying to explore the major influencing factors for female college students online garment shopping through empirical study. based on the relevant literature and combined with the research frame in the paper, the majo

5、r factors are grouped into three categories: consumers personal factors, environmental factors, marketing factors. this paper collects data through questionnaires. though analyzing the data the author of this paper draws conclusion that female college students online shopping is very popular in univ

6、ersity, and the most significant influencing factors are marketing factors which include product, price, brand, advertisement, service attitude, etc. and the product factor is the most important factor among all marketing factors. this study not only enriches the similar studies, but also makes reco

7、mmendations to e-commerce sellers of garment products according to the result of the study.keywords: female college students online garment shopping consumer buying behavior摘要隨著網(wǎng)絡(luò)環(huán)境的不斷改善以及電子商務(wù)的不斷普及，越來越多的中國網(wǎng)民參與網(wǎng)上購物,而服裝是其中交易量較大的商品種類。年輕人，特別是大學(xué)生，作為新興事物以及網(wǎng)絡(luò)科技的接受者，迅速成為了網(wǎng)購的主力軍。由于大學(xué)生占網(wǎng)購群體人數(shù)的比重較大，而女大學(xué)生是服裝消費的

8、主力群體之一，這個特定細分市場迅速成為網(wǎng)店商家的重點關(guān)注市場。本研究以江蘇師范大學(xué)女大學(xué)生為研究對象，以消費者購買決策影響因素為理論依托，通過實證研究探索影響女大學(xué)生網(wǎng)購服裝決策過程的主要影響因素。在參考諸多相關(guān)文獻的基礎(chǔ)上以及結(jié)合此文采用的理論模型，找出影響女大學(xué)生網(wǎng)購服裝決策過程的3大類主要影響因素，分別是消費者個體因素、環(huán)境因素和市場營銷因素。通過問卷調(diào)查的方法收集數(shù)據(jù)，通過對數(shù)據(jù)的分析得出女大學(xué)生網(wǎng)購服裝很普遍；其次，影響女大學(xué)網(wǎng)購服裝的因素中，市場營銷因素影響最大，其中包括產(chǎn)品，價格，品牌，廣告，服務(wù)，態(tài)度等因素。這其中產(chǎn)品本身因素是市場營銷因素中最重要因素。本文的研究不僅豐富了同類

9、研究，而且根據(jù)研究的結(jié)果能對相關(guān)網(wǎng)店商家提出經(jīng)營建議。關(guān)鍵詞：女大學(xué)生 網(wǎng)購服裝 消費者購買行為 contentsabstract.i摘要.iiicontents.ivlists of figures and tables.chapter one introduction.11.1 general statement of the paper.11.2 significance of the study.21.3 overall structure of the paper.3chapter two literature review.52.1 consumer buying behavior

10、.52.2 buyer decision process.62.3 influencing factors of buyer decision process.6chapter three methodology.83.1 research questions.83.2 research frame.83. 3 data collection.9chapter four results & discussions114.1data of consumer background information.114.2influencing factors in online garment shop

11、ping.15 4.2.1 personal factors.17 4.2.2 environmental factors.17 4.2.3 marketing factors.184.3 summary20chapter five conclusion22references24lists of figures and tablesfigure 2-1 .6figure 3-1 .9figure 4-1 .11figure 4-2 .12figure 4-3 .13figure 4-4 .14figure 4-5 . 20table 4-1 .15table 4-2 .17table 4-3

12、 .18table 4-4 .19table 4-5 . 20on the consumer buying behavior of female college students online garment shoppinga case study of jiangsu normal universitychapter one introduction1.1 general statement of the paperwith the fast development of e-commerce, more and more chinese consumers are trying to b

13、uy things through internet. according to the 29th report about chinas internet development of china internet network information center (cnnic), by the end of 2011, the number of chinese internet users has smashed through 500 million. as far as recent years tendency is concerned, the number of chine

14、se internet users will keep increasing. that is to say, online shopping is getting better markets. according to , an authoritative website, garment products transaction volume is the biggest one among all sorts of online shopping goods. the total size of online shopping market of 2011 is expected to

15、 reach 772 billion. and garment online shopping market size is expected to reach 204.9 billion, which has a growth of 94.7% compared with 105.24 billion yuan in 2010, and in the next 2-3 years, it will maintain the rapid growth. garment online shopping market is expected to reach 519.5 billion yuan

16、in 2014, then the overall online shopping market penetration will reach 27%, which means shopping online for garment products has a bright future.the definition of market segmentation is “the act of dividing a market into distinct groups of buyers who might need separate products and/or marketing mi

17、xes” (kotler, 1984, p. 162). taking sex and education into consideration, we can find out that female college students who are young and fashionable are a key segment of the population. in addition, female college students are one of main forces of garment consumption, so they are quickly becoming t

18、he focus of e-commerce sellers. the author of this paper will take female college students of jiangsu normal university as research subjects to explore consumer buying behavior of female college students online garment shopping.1.2 significance of the studythe enterprises concept of operations is in

19、creasingly concerned about the change of consumers. since the 1960s, the concept of operations has changed from production orientation, sale orientation to marketing orientation. driven by the marketing concept, consumer buying behavior research of the west gradually developed. (yang, 2003, p. 56).

20、nowadays, more and more entrepreneurs, in the fierce competitive market , who want to hold an invincible position, have to pay attention to consumer buying behavior and develop new products to meet the needs of specific groups of consumers.“markets have to be understood before marketing plans can be

21、 developed.” kotler (1984) writes, “before planning its marketing, a company needs to identify its target consumers and the type of decision process they go through”( p. 134). so study of consumer behavior plays an important role in generating market strategies. in addition, female college students

22、are a major garment consumption group of online shopping. if an e-commerce seller know female college students consumer buying behavior well and can make suitable marketing strategies, he will benefit from them greatly. therefore, this empirical study on female college students consumer buying behav

23、ior of online garment shopping could be valuable to the garment producers or e-retailers. and this paper will make certain recommendations to help the garment producers and e-retailers build advantages in online shopping market.our domestic scholars have taken a good number of researches on consumer

24、 buying behavior. however, the studies are mostly explorations in macroscopic angle quantitatively. few of them do research from the angle combining the niche market of female college students, distribution channel of online shopping and garment products. this paper will take female college students

25、 of jiangsu normal university as research subjects, and take specific survey on consumer buying behavior of shopping online for garment products. this paper is expected to enrich the study in this field by using both quantitative and qualitative methods. 1.3 overall structure of the paperthe present

26、 paper is divided into five chapters. chapter one is an introduction, including a general statement, and the significance of the study both theoretically and practically. chapter two is a literature review, which consists of the concepts of consumer buying behavior, buyer decision process and influe

27、ncing factors of buyer decision process. chapter three describes the research methodology, including the research questions and data collection. chapter four presents the results and discussions of the paper. the last chapter draws the conclusion of major findings as well as limitations of the paper

28、, and also gives the recommendation for future studies. chapter two literature review2.1 consumer buying behaviorthe study of consumer buying behavior originated in the 1950s. it plays an important role in enterprises marketing management.there are some major definitions of consumer buying behavior:

29、the general acceptable definition is made by american marketing association (ama): consumer buying behavior is “the dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives”(1995). michael. r. solomon (2006) says tha

30、t consumer behavior is a set of processes for individuals or groups to meet the needs and desires of the selection, purchase, use or disposal of products, services, ideas, or experience (p. 5). consumer buying behavior can be regarded as two parts: one is consumer action, another is buyer decision p

31、rocess. these two parts together constitute the complete process of consumer buying behavior (engel, 1978; loudon, 1993). wu jianan (2007), a chinese scholar, sums that consumer behavior is a study of buyer decision process and influencing factors of buyer decision process (p. 106). this paper takes

32、 this definition as working definition.with the development of chinas economy and society, chinese consumer buying behavior continue to change. since 1990s, the problem has drawn scholars attention, especially hongkong and taiwan scholars. they have carried out some research of characteristics of co

33、nsumer buying behavior, including the research of consumers lifestyle(oliver, 1994) and the method of chinese consumer buying behavior(yang, 1997).so far, the study of consumer buying behavior has become telescope and microscope of enterprises marketing management, which helps enterprises make right

34、 marketing strategies.2.2buyer decision processphilip kotler (1984) divided the buyer decision process into five stages: problem recognition, information search, evaluation of alternatives, purchase decision, and postpurchase behavior(see figure 2-1).buyer decision processproblemrecognitioninformati

35、onsearchevaluation of alternativespurchase decisionpostpurchasebehaviorfigure 2-1based on buyer decision process, wu xiaoyi(2005) did research on situation factors of buyer decision process. hou yanping(2009) developed chinese consumers decision process model.2.3 influencing factors of buyer decisio

36、n processconsumers do not make their decisions in a vacuum. their purchases are highly influenced by cultural, social, personal, and psychological characteristics. in detail, cultural factors include culture, subculture, and social class. social factors include reference groups, family, and social r

37、oles and statuses. personal factors include age and life-cycle stage, occupation, economic circumstances, life-style, and personality and self-concept. psychological factors include motivation, perception, learning, and beliefs and attitudes (kotler, 1984, pp. 109-124).the main factors affecting con

38、sumer buying behavior are: quality, price, trust, availability of alternative packaging, frequent advertising, sales promotions, imitations, availability, brand image, prestige, freshness and habits (dolekoglu et al. 2008), packaging (wells, farley&armstrong, 2007), price consciousness, price-qualit

39、y association (batra & sinha, 2000), advertising-pricing (karray & martin-herran, 2008). however, because of the big difference of consumption environment between china and western countries, this classification of influencing factors of buyer decision is not suitable completely. wu jianan (2007), a

40、 chinese scholar, sums that buyer decision process is influenced by personal, environmental, and marketing characteristics (pp.106-107). chapter three methodologythis chapter contains a description of research design in this paper. the first section proposes research questions; the second section pr

41、esents data collection, containing subjects and questionnaire design. and excel is used as an assistant tool to analyze the data.3.1 research questionsconsumer buying behavior plays an important role in marketer generating marketing strategies. because online shopping market of garment products is p

42、rosperous, and female college students are one of main forces of online garment shopping, the author will take the female college students of jiangsu normal university as research subjects to study consumer buying behavior. and through distribution, recycling and analysis of questionnaire, hell sum

43、up conclusions from the results to answer the questions:1） whats the current situation of female college students online garment shopping?2） what are the influencing factors of female college students online garment shopping?3） what enlightenment of female college students online garment shopping ca

44、n be brought by the results of the research?3.2 research framebased on the buyer decision process, combined with the shopping characteristics of chinese consumers, the influencing factors of buyer decision process are refined into three categories: personal factors, environmental factors, and market

45、ing factors (wu, 2007). the theoretical model shows in figure 3-1.personal factorsenvironmental factorsmarketing factorsbuyer decision processconsumer buying behaviorfigure 3-1 research modelin detail, personal factors include psysiological factors, psychological factors, behavior factors, and econo

46、mic factors. environmental factors include physical environment, social environment, life-cycle stage and so on. marketing factors include product, price, channel, promotion, etc.3.3 data collectionthe subjects of this paper come from jiangsu normal university. all of them responded for the question

47、naire given them independently. “simple random sampling” is applied (xu, 2011, p. 88).the questionnaire includes 21 questions, including two parts. the first part (question 1-5) is consumer background information, in other words, its characteristics of consumers. the result of first part will tell u

48、s the current situation of female college students online garment shopping. according to research frame, the second part of the questionnaire (question 6-21) contains the influencing factors of online garment shopping. this part applies likert scale (xu, 2011, p. 60). in detail, question6-10 are per

49、sonal characteristics, including perception factors, behavior factors, etc. question 11-14 are environmental characteristics, including the factors of life-cycle stages, security, etc. question 15-21 are marketing characteristics, including the factors of product, brand, price, promotions, advertise

50、ments, service attitude, etc. in sum, the questionnaire is designed according to the literature review and the characteristics of the current situations, so it is relatively suitable. chapter four results & discussions4.1 data of consumer background information in this section, the data of background information are shown , and followed by a simple description. the most convenient method of organizing data is to construct a frequency distribution (bluman, 2004, p. 35). the mean, also known as the arithmetic average will be used in data analysis as well (bluman, 2004, p. 98). afte