大學(xué)生網(wǎng)上購物現(xiàn)狀及問題分析【開題報告-文獻綜述-畢業(yè)論文】

本科畢業(yè)論文/r/n開題報告/r/n信息管理與信息系統(tǒng)/r/n大/r/n學(xué)/r/n生/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n現(xiàn)/r/n狀/r/n及/r/n問/r/n題/r/n分/r/n析/r/n一、立論依據(jù)/r/n1./r/n研究意義、預(yù)期目標(biāo)/r/n進入電子商務(wù)時代，消費者的消費行為和消費需求將發(fā)生根本性的變化，面/r/n/r/n對電子商務(wù)這種特殊的消費形式，/r/n消費者的消費心理和消費行為表現(xiàn)得更加復(fù)雜/r/n和微妙，研究消費心理和消費行為對進一步拓展電子商務(wù)具有重要意義。網(wǎng)絡(luò)購/r/n/r/n物雖然可以克服實體交易環(huán)境對消費者的障礙，為消費者提供更多的購物機會和/r/n便利，/r/n但是由于互聯(lián)網(wǎng)的虛擬性和公開性，就使得網(wǎng)絡(luò)購物的模式與傳統(tǒng)實體購/r/n/r/n物環(huán)境的/r/n經(jīng)/r/n/r/n驗/r/n/r/n模式有所不同。/r/n本次研究的目的在于全面了解和掌握大學(xué)生網(wǎng)絡(luò)購物方面的實際現(xiàn)狀，結(jié)合/r/n/r/n廣大學(xué)生對安/r/n全可靠的網(wǎng)絡(luò)購物環(huán)境的普遍需求，/r/n探討現(xiàn)存對網(wǎng)絡(luò)購物存在安全/r/n威脅的各方面存在的問題，提出對策建議，以完善服務(wù)與管理體制，健全法律與/r/n/r/n標(biāo)準體系，改善交易環(huán)境，培育市場主體，拓寬網(wǎng)絡(luò)購物領(lǐng)域，規(guī)范交易行為，/r/n/r/n推進網(wǎng)絡(luò)購物/r/n發(fā)展，/r/n使網(wǎng)絡(luò)購物環(huán)境真正達到安全可靠的要求，滿足消費者需要。/r/n2./r/n國內(nèi)外研究現(xiàn)狀/r/n在我國，有關(guān)網(wǎng)上消費者行為的理論研究和實證研究較少，而且大多數(shù)研究/r/n/r/n論文缺乏理論支撐和深層次分析。因此，我國網(wǎng)上消費者行為的研究剛剛起步。/r/n/r/n李欣（/r/n2010/r/n）/r/n[1]/r/n認為個人網(wǎng)上消費者有以下幾種類型：習(xí)慣型，慎重型，沖動型，/r/n/r/n價格型（即經(jīng)濟型）。鄭賢銘（/r/n2009/r/n）/r/n[/r/n2]/r/n指出電子商務(wù)的發(fā)展無疑促進了現(xiàn)代企/r/n業(yè)經(jīng)營模式的改革和創(chuàng)新，其根本的動力在于消費者行為/r/n(/r/n消費觀點和購買模式/r/n)/r/n/r/n發(fā)生了變化，通過研究他們的變化，可以對企業(yè)在改善經(jīng)營行為中更加重視貫徹/r/n/r/n以消費者為核心的營銷理念。/r/n杜和平（/r/n2009/r/n）/r/n[3]/r/n/r/n認/r/n為網(wǎng)上購物存在的主要問題有：網(wǎng)上購物誠信問題，安/r/n/r/n全性問題，消費者權(quán)益的保障問題。周振紅（/r/n2009/r/n）/r/n[4]/r/n/r/n指出會導(dǎo)致消費者形成心/r/n理障礙的網(wǎng)上購物存在的不足包括：產(chǎn)品質(zhì)量和商家信用得不到保障，網(wǎng)上購物/r/n/r/n安全問題，商品的售后服務(wù)問題，商品配送問題。/r/n呂婕（/r/n2009/r/n）/r/n[/r/n5]/r/n認為大學(xué)生網(wǎng)絡(luò)購物現(xiàn)象更加普遍且潛力巨大，購物產(chǎn)品及/r/n/r/n網(wǎng)站人氣的/r/n“/r/n馬太效益/r/n”/r/n開始顯現(xiàn)，影響網(wǎng)購的因素及存在的問題依然不容忽視，/r/n/r/n大學(xué)生對網(wǎng)上促銷手段接受程度不一，大學(xué)生們對網(wǎng)購總體認可程度尚可。大學(xué)/r/n/r/n生網(wǎng)購出現(xiàn)的新變化：滿足物質(zhì)需要的產(chǎn)品的購買比率上升，購買商品卷入度開/r/n/r/n始增高，價格低不再是學(xué)生網(wǎng)購的主要原因。/r/n在網(wǎng)絡(luò)經(jīng)濟發(fā)達的國家，網(wǎng)上購物用戶數(shù)量已經(jīng)初具規(guī)模。據(jù)/r/nEmar-keter/r/n咨/r/n/r/n詢公司調(diào)查，加拿大電子商務(wù)發(fā)展迅速，/r/n2005/r/n年銷售額為/r/n62/r/n億加元，/r/n2006/r/n年達到/r/n/r/n83/r/n億加元，/r/n2007/r/n年為/r/n105/r/n億加元。調(diào)查稱，絕大部分網(wǎng)上購物者是年齡在/r/n18/r/n歲以/r/n/r/n上的網(wǎng)民。韓國新世界流通產(chǎn)業(yè)研究所發(fā)表一項報告，該報告顯示/r/n2007/r/n年韓國網(wǎng)/r/n/r/n上購物的交易額將比/r/n2006/r/n年增長/r/n23./r/n/r/n5%/r/n，達到/r/n15.9/r/n萬億韓元（約合/r/n171.5/r/n億美元），/r/n/r/n相當(dāng)于/r/n2007/r/n年韓國零售市場總規(guī)模的/r/n10%/r/n左右。而百貨業(yè)的/r/n銷售總額預(yù)計為/r/n18.7/r/n/r/n萬億韓元（約合/r/n201.7/r/n億美元），增長率僅為/r/n4%/r/n。按照這一趨勢發(fā)展下去，網(wǎng)上購/r/n物的銷售額將在/r/n2009/r/n年超越傳統(tǒng)的百貨業(yè)，成為韓國流通領(lǐng)域銷售額僅次于大型/r/n超市的產(chǎn)業(yè)。美國除去網(wǎng)上與旅游消費相關(guān)的部分，/r/n2006/r/n年美國網(wǎng)上零售額達到/r/n/r/n1021/r/n億美元，比/r/n2005/r/n年增長了/r/n24/r/n％。其中，/r/n2006/r/n年底假日期間的網(wǎng)上零售額為/r/n246/r/n/r/n億美元，比上年同期增加了/r/n26%/r/n。業(yè)內(nèi)人士稱，電子商務(wù)已開始成為主流銷售方/r/n/r/n式，越來越多的人在網(wǎng)上購物，而且購物范圍也越來越廣。報告預(yù)計，至/r/n2011/r/n/r/n年，美國網(wǎng)上零售額/r/n將增長至/r/n2250/r/n億美元。這意味著美國網(wǎng)上零售額占全部零售/r/n/r/n額的比例將在/r/n5/r/n年內(nèi)由目前的/r/n2./r/n/r/n7%/r/n升至/r/n4.7%/r/n。/r/n3./r/n參考文獻/r/n[/r/n1/r/n]/r/n李/r/n欣/r/n．/r/n消/r/n費/r/n者/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n行/r/n為/r/n的/r/n影/r/n響/r/n因/r/n素/r/n分/r/n析/r/n[/r/nJ/r/n]/r/n．/r/n江/r/n蘇/r/n商/r/n論/r/n，/r/n201/r/n0/r/n（/r/n3/r/n．/r/n[/r/n2/r/n]/r/n鄭/r/n賢/r/n銘/r/n．/r/n消/r/n費/r/n者/r/n網(wǎng)/r/n絡(luò)/r/n購/r/n物/r/n行/r/n為/r/n特/r/n征/r/n分/r/n析/r/n[/r/nJ/r/n]/r/n．/r/n經(jīng)/r/n營/r/n管/r/n理/r/n者/r/n，/r/n2/r/n0/r/n0/r/n9/r/n（/r/n4/r/n．/r/n[/r/n3/r/n]/r/n杜/r/n和/r/n平/r/n．/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n存/r/n在/r/n的/r/n問/r/n題/r/n及/r/n對/r/n策/r/n研/r/n究/r/n[/r/nJ/r/n]/r/n．/r/n消/r/n費/r/n導(dǎo)/r/n刊/r/n，/r/n2/r/n0/r/n0/r/n9/r/n（/r/n8/r/n．/r/n[/r/n4/r/n]/r/n周/r/n振/r/n紅/r/n．/r/n消/r/n費/r/n者/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n心/r/n理/r/n分/r/n析/r/n及/r/n對/r/n策/r/n研/r/n究/r/n[/r/nJ/r/n]/r/n．/r/n北/r/n方/r/n經(jīng)/r/n貿(mào)/r/n，/r/n2/r/n0/r/n0/r/n9/r/n（/r/n8/r/n．/r/n[/r/n5/r/n]/r/n呂/r/n婕/r/n．/r/n大/r/n學(xué)/r/n生/r/n網(wǎng)/r/n絡(luò)/r/n購/r/n物/r/n的/r/n新/r/n變/r/n化/r/n及/r/n營/r/n銷/r/n策/r/n略/r/n[/r/nJ/r/n]/r/n．/r/n科/r/n技/r/n情/r/n報/r/n開/r/n發(fā)/r/n與/r/n經(jīng)/r/n濟/r/n，/r/n2/r/n0/r/n0/r/n9/r/n（/r/n8/r/n．/r/n[/r/n6/r/n]/r/n戴/r/n景/r/n南/r/n．/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n消/r/n費/r/n心/r/n理/r/n及/r/n營/r/n銷/r/n策/r/n略/r/n分/r/n析/r/n[/r/nJ/r/n]/r/n．/r/n中/r/n國/r/n商/r/n界/r/n，/r/n200/r/n9/r/n（/r/n9/r/n．/r/n[/r/n7/r/n]/r/n吳/r/n榮/r/n．/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n意/r/n愿/r/n之/r/n影/r/n響/r/n因/r/n素/r/n研/r/n究/r/n[/r/nJ/r/n]/r/n．/r/n現(xiàn)/r/n代/r/n商/r/n業(yè)/r/n，/r/n2/r/n0/r/n0/r/n9/r/n（/r/n6/r/n．/r/n[/r/n8/r/n]/r/n/r/n方/r/n行/r/n健/r/n．/r/n消/r/n費/r/n者/r/n網(wǎng)/r/n絡(luò)/r/n購/r/n物/r/n影/r/n響/r/n因/r/n素/r/n實/r/n證/r/n研/r/n究/r/n[/r/nD]/r/n．/r/n長/r/n沙/r/n：/r/n湖/r/n南/r/n農(nóng)/r/n業(yè)/r/n大/r/n學(xué)/r/n碩/r/n士/r/n學(xué)/r/n位/r/n論/r/n文/r/n，/r/n/r/n2010/r/n．/r/n[/r/n9/r/n]/r/n/r/nU/r/nlrike/r/n/r/nGretzel.Investig/r/na/r/nting/r/n/r/nthe/r/n/r/nEffects/r/n/r/nof/r/n/r/nProduct/r/n/r/nTy/r/npe/r/n/r/non/r/n/r/nOnline/r/n/r/nDecision-M/r/naking/r/n/r/nS/r/nty/r/nles[/r/nJ/r/n]/r/n./r/nInformation/r/n/r/nand/r/n/r/nC/r/nommunica/r/ntion/r/n/r/nTechnolog/r/nies/r/n/r/nin/r/n/r/nTourism,2008/r/n./r/n二、研究方案/r/n1./r/n主要研究內(nèi)容（或預(yù)期章節(jié)安排）/r/n1/r/n/r/n網(wǎng)上購物概述/r/n1.1/r/n/r/n網(wǎng)上購物簡介/r/n1.2/r/n/r/n國內(nèi)外網(wǎng)上購物的發(fā)展與現(xiàn)狀/r/n2/r/n/r/n大學(xué)生選擇網(wǎng)上購物原因及特征/r/n2.1/r/n/r/n大學(xué)生選擇網(wǎng)上購物原因/r/n2.2/r/n/r/n大學(xué)生網(wǎng)上購物特征/r/n3/r/n/r/n大學(xué)生網(wǎng)上購物調(diào)查問卷分析/r/n3.1/r/n/r/n調(diào)查方案設(shè)計/r/n3.2/r/n/r/n調(diào)查問卷分析/r/n4/r/n/r/n大學(xué)生網(wǎng)上購物過程存在的主要問題/r/n4.1/r/n/r/n網(wǎng)上購物誠信問題/r/n4.2/r/n/r/n安全性問題/r/n4.3/r/n/r/n物流配送問題/r/n5/r/n/r/n完善網(wǎng)上購物的措施/r/n5.1/r/n/r/n提高商家經(jīng)營誠信度/r/n5.2/r/n/r/n加強網(wǎng)絡(luò)和信息安全保障/r/n5.3/r/n/r/n網(wǎng)上購物配送的解決措施/r/n第/r/n7/r/n學(xué)期第/r/n15-20/r/n周：開始寫作畢業(yè)論文，完成初稿。/r/n/r/n第/r/n7/r/n學(xué)期寒假：結(jié)合畢業(yè)論文選題開展調(diào)查研究。/r/n第/r/n8/r/n學(xué)期第/r/n1-2/r/n周：在導(dǎo)師的指導(dǎo)下進一步寫作、完善畢業(yè)論文。/r/n/r/n第/r/n8/r/n學(xué)期第/r/n3-6/r/n周：在導(dǎo)師的指導(dǎo)下，充分利用畢業(yè)實習(xí)的機會，結(jié)合畢業(yè)/r/n論文內(nèi)容開展進一步的調(diào)查研究，完成論文。/r/n/r/n第/r/n8/r/n學(xué)期第/r/n7/r/n周：在導(dǎo)師的指導(dǎo)下，進一步修改、完善畢業(yè)論文；定稿并上/r/n交。/r/n第/r/n8/r/n學(xué)期第/r/n9-11/r/n周：參加畢業(yè)論文答辯。/r/n文獻綜述/r/n大/r/n學(xué)/r/n生/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n現(xiàn)/r/n狀/r/n及/r/n問/r/n題/r/n分/r/n析/r/n網(wǎng)上購物是一種新興并且迅速發(fā)展的購物方式。由于網(wǎng)上消費方便、快捷等/r/n/r/n特點/r/n,/r/n使得這種購物方式特別被消費者青睞/r/n,/r/n越來越多的人享受著足不出戶就能/r/n/r/n夠帶來的購物樂趣。但是/r/n,/r/n網(wǎng)絡(luò)的虛擬性給網(wǎng)上購物帶來了許多風(fēng)險和不確定的/r/n/r/n因素。大學(xué)生這個群體有其自身特殊的文化氛圍/r/n,/r/n他們不僅在現(xiàn)時有著一定的消/r/n/r/n費能力/r/n,/r/n/r/n而且在若干年后將成為社會消費的主流人群。因此/r/n,/r/n/r/n隨著商品市場的發(fā)展/r/n,/r/n/r/n需要對大學(xué)生網(wǎng)上購物進行一次較為系統(tǒng)的研究。該研究的結(jié)果不僅具有一定的/r/n/r/n理論意義/r/n,/r/n而且可以為改善網(wǎng)上購物環(huán)境提供科學(xué)依據(jù)。/r/n1/r/n/r/n網(wǎng)上購物/r/n1.1/r/n/r/n網(wǎng)上購物優(yōu)勢/r/n互聯(lián)網(wǎng)技術(shù)的發(fā)展/r/n,/r/n電子商務(wù)的興起/r/n,/r/n/r/n網(wǎng)上購物已經(jīng)慢慢融入到人們的生活/r/n/r/n當(dāng)中。胡文杰（/r/n2010/r/n）/r/n[/r/n/r/n1]/r/n/r/n指出網(wǎng)上購物存在的三大優(yōu)勢滿足了消費者的需求/r/n,/r/n/r/n對/r/n/r/n于消費者來說：可以在家買東西，通過獲得的大量商品信息進行選購，節(jié)約時/r/n/r/n間；地點也不受限制；從訂貨、付款到送貨上門無需親臨現(xiàn)場；價格便宜，由/r/n/r/n于網(wǎng)上商品省去租店面、招雇員及儲存保管等一系列費用，總的來說其價格較/r/n/r/n傳統(tǒng)購物的同類商品更便宜。/r/n彭亞飛，魏海悟（/r/n2008/r/n）/r/n[/r/n2]/r/n認為網(wǎng)上購物的優(yōu)勢有：/r/n（/r/n1/r/n）產(chǎn)品數(shù)量、種類豐富。人們可以通過網(wǎng)絡(luò)商店找到自己想要購買而傳/r/n/r/n統(tǒng)商鋪不容易找到的商品，補充了傳統(tǒng)商店某些產(chǎn)品的短缺。/r/n（/r/n2/r/n）價格便宜。網(wǎng)上店鋪減少了流通環(huán)節(jié)和交易費用，使消費者獲得價格/r/n/r/n優(yōu)惠。/r/n（/r/n3/r/n）便利快捷。網(wǎng)絡(luò)購物者只需要登陸不同的網(wǎng)站或不同的網(wǎng)絡(luò)商店，在/r/n/r/n網(wǎng)絡(luò)上進行簡單的討價還價，再經(jīng)過簡單的操作，就可以在很短時間內(nèi)完成一樁/r/n/r/n買賣。另外，網(wǎng)絡(luò)購物沒有任何時間限制。/r/n（/r/n4/r/n）互動人本。網(wǎng)上消費者可以通過網(wǎng)頁上提供的此店的買家的人數(shù)、好/r/n/r/n評率和信用度來判斷這家店的規(guī)模、業(yè)績、信用等，還可以通過聊天系統(tǒng)討價還/r/n/r/n價、交流有關(guān)商品的種種情況，另外消費者還可通過互聯(lián)網(wǎng)得到傳統(tǒng)渠道難以得/r/n到的信息。/r/n1.2/r/n/r/n網(wǎng)上購物的不足/r/n俞永江（/r/n2009/r/n）/r/n[/r/n/r/n3]/r/n/r/n認為網(wǎng)上購物也存在一些不足，從而給消費者帶來心理障/r/n/r/n礙。第一，買家無法看到實物，有時存在誤差；第二，無良商家以次充好，甚至/r/n/r/n出售假貨欺騙消費者；第三，實體商品無法及時獲得，需要通過物流，物流過程/r/n/r/n可能引發(fā)新的問題。第四，售后服務(wù)問題。/r/n金楚（/r/n2009/r/n）/r/n[/r/n/r/n4/r/n]/r/n/r/n指出目前影響和制約我國網(wǎng)上購物發(fā)展的因素有/r/n：/r/n（/r/n1/r/n）安全性。安全性問題是阻礙網(wǎng)上購物發(fā)展的最大問題。/r/n（/r/n2/r/n）隱私權(quán)的保護。由于網(wǎng)絡(luò)中的信息易于復(fù)制和竊取且不留痕跡，這就/r/n/r/n給不法分子以可乘之機，導(dǎo)致各種侵害隱私權(quán)的行為屢屢發(fā)生。/r/n（/r/n3/r/n）稅收問題。由于網(wǎng)上購物無紙化、無址化、無形化、無界化/r/n/r/n虛擬化和/r/n/r/n電子支付等特點使稅收工作難于有效的開展，出現(xiàn)了一系列稅收管理的漏洞。/r/n（/r/n4/r/n）消費者權(quán)益的保障。在網(wǎng)上購物活動中交易雙方缺少面對面的交互，/r/n/r/n交易具有很大的不確定性。/r/n（/r/n5/r/n）送貨不及時也是現(xiàn)今網(wǎng)上購物的一大弊病。物流基礎(chǔ)設(shè)施不完善、第/r/n/r/n三方物流服務(wù)發(fā)展滯后阻礙了網(wǎng)上購物的發(fā)展。/r/n2/r/n/r/n選擇網(wǎng)上購物的原因以及影響因素/r/n劉曉秋（/r/n2010/r/n）/r/n[/r/n5]/r/n認為隨著信息技術(shù)特別是網(wǎng)絡(luò)技術(shù)的不斷發(fā)展/r/n,/r/n/r/n網(wǎng)絡(luò)交易/r/n/r/n為人們提供了一種全新的商業(yè)交易方式。然而/r/n,/r/n消費者在享受網(wǎng)絡(luò)交易提供的更/r/n/r/n加方便快捷的消費服務(wù)的同時/r/n,/r/n面臨更多的交易風(fēng)險/r/n,/r/n因此對網(wǎng)絡(luò)交易中的消費/r/n/r/n者提供合法權(quán)益的法律保護就顯得尤為重要。我國現(xiàn)有法律對網(wǎng)絡(luò)環(huán)境下消費者/r/n權(quán)益保護的周延性不夠強/r/n,/r/n/r/n難以有效地維護網(wǎng)絡(luò)交易者的合法權(quán)益。/r/n王翔，張橙，朱潤芝（/r/n2009/r/n）/r/n[/r/n6]/r/n認為大學(xué)生一般進行網(wǎng)上購物的原因主要有/r/n/r/n方便快捷，節(jié)省時間；價格便宜；網(wǎng)上商品種類齊全，款式新穎；家人朋友的宣/r/n/r/n傳；追隨社會潮流；寬松的購物環(huán)境；喜歡嘗試新事物。影響大學(xué)生網(wǎng)上購物滿/r/n/r/n意度的關(guān)鍵因素有商品介紹，支付方式，送貨時間，售后服務(wù)等（陳美菊，/r/n2010/r/n）/r/n[/r/n7]/r/n。/r/n朱浩樂、曾宜泉、泮志江（/r/n2009/r/n）/r/n[/r/n8]/r/n/r/n指出大學(xué)生網(wǎng)上購物的動機有：自助消/r/n/r/n費需要；心理上的滿足感；追求便利生活；預(yù)期效益的比較；特色商品需要。大/r/n/r/n學(xué)生網(wǎng)上購物的特征有消費的個性化，多樣化，對待價格心態(tài)復(fù)雜，消費易受暗/r/n示性和從眾性。大學(xué)生網(wǎng)上購物的營銷策略是加強廣告宣傳，實行產(chǎn)品定制，盡/r/n/r/n量縮短配送時間，提高附加價值（王寒；汪超，/r/n2009/r/n）/r/n[/r/n/r/n9]/r/n/r/n。/r/n李欣（/r/n2010/r/n）/r/n[/r/n/r/n10]/r/n/r/n認為影響消費者網(wǎng)上購買行為的因素有：消費者個性特征；/r/n/r/n產(chǎn)品的相關(guān)線索；購物的便捷性；安全可靠性；網(wǎng)站因素；文化因素；企業(yè)形象/r/n/r/n及服務(wù)。/r/n鄭賢銘（/r/n2009/r/n）/r/n[/r/n/r/n11]/r/n/r/n認為人口統(tǒng)計因素、消費者特性因素、信息隱私和交易安/r/n/r/n全因素、物流配送效率是影響消費者網(wǎng)上購物行為的因素。/r/n吳榮（/r/n2/r/n0/r/n09/r/n）/r/n[/r/n/r/n12/r/n]/r/n/r/n指出解決網(wǎng)上購物意愿制約因素的對策有/r/n：/r/n（/r/n1/r/n）建立完善誠信體系。建立個人和企業(yè)完善的誠信體系和誠信查詢制度，/r/n/r/n以實現(xiàn)在可靠性基礎(chǔ)上進行的虛擬化交易。在登記身份的前提下開展網(wǎng)絡(luò)交易活/r/n/r/n動，對主體的行為產(chǎn)生一種監(jiān)督力量，一旦發(fā)現(xiàn)商業(yè)信用嚴重不良的企業(yè)和個人，/r/n依照一定的法律認真查處，使網(wǎng)上購物環(huán)境得到凈化。/r/n（/r/n2/r/n）改變傳統(tǒng)的購物觀念。我們應(yīng)該通過各種媒體的廣泛宣傳和教育，轉(zhuǎn)/r/n/r/n變消費者的觀念。媒體不能只揭露網(wǎng)上購物發(fā)展中的負面問題，也要適當(dāng)宣傳其/r/n/r/n好的一面，通過正面積極的引導(dǎo)，增強人們/r/n對網(wǎng)上購物的信心，調(diào)動人們參與網(wǎng)/r/n/r/n上購物的熱情，轉(zhuǎn)變?nèi)竦南M觀念，促進網(wǎng)上購物的發(fā)展。/r/n（/r/n3/r/n）加強關(guān)鍵技術(shù)的研究和安全控制中心的建設(shè)。有關(guān)部門應(yīng)組織一支精/r/n/r/n干的安全技術(shù)研究隊伍，集中力量盡快解決網(wǎng)上交易的安全技術(shù)問題，包括加密/r/n/r/n技術(shù)、防火墻技術(shù)、數(shù)字簽名技術(shù)、報文摘要技術(shù)、認證技術(shù)、留痕技術(shù)等等，/r/n/r/n并隨著計算機和電子商務(wù)技術(shù)的發(fā)展不斷改進這些技術(shù)。研究部門還應(yīng)建立相應(yīng)/r/n/r/n的國家級安全控制中心系統(tǒng)，這一系統(tǒng)應(yīng)包括國際出入口（信息海關(guān)）監(jiān)控、電/r/n/r/n子交易證書授權(quán)、密匙管理、安全產(chǎn)品評測認證、病毒檢測和防治、系統(tǒng)攻擊與/r/n/r/n反攻擊等分中心。全面地保護網(wǎng)絡(luò)的安全。/r/n（/r/n4/r/n）完善網(wǎng)上交易的法律法規(guī)。我國可以根據(jù)國情，制定一部用以規(guī)范網(wǎng)/r/n/r/n上交易活動的法律法規(guī)，以解決網(wǎng)上交易發(fā)展所面臨的法律問題。我國網(wǎng)上交易/r/n/r/n立法的運用范圍，應(yīng)包括電子合同的效力問題、電子支付及金融管理、稅收與保/r/n/r/n險、網(wǎng)絡(luò)管理與信息安全保護、電子證據(jù)與電子簽名的法律認定、政府的強制措/r/n/r/n施及審查機制、市場準入規(guī)則、知識產(chǎn)權(quán)保護、消費者合法權(quán)益的保護、司法的/r/n/r/n國際管轄和國際協(xié)助等。通過對相關(guān)法律法規(guī)的制定和實施，為推動我國網(wǎng)上購/r/n/r/n物的良性發(fā)展提供有利的外部環(huán)境和法律保障。/r/n（/r/n5/r/n）建立完善的現(xiàn)代物流體系。我國的運輸企業(yè)眾多，再加上廠商在全國/r/n/r/n建立了眾多的連鎖機構(gòu)，這些資源經(jīng)過企業(yè)間的聯(lián)合、結(jié)盟，重新優(yōu)化配置，可/r/n/r/n以建立跨地區(qū)的專業(yè)性物流渠道，解決目前貨物配送中存在的問題。/r/n參/r/n考/r/n文/r/n獻/r/n[/r/n/r/n1/r/n]/r/n胡/r/n文/r/n杰/r/n．/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n顧/r/n客/r/n滿/r/n意/r/n度/r/n研/r/n究/r/n[/r/n/r/nJ/r/n]/r/n/r/n．/r/n黑/r/n龍/r/n江/r/n對/r/n外/r/n經(jīng)/r/n貿(mào)/r/n，/r/n201/r/n0/r/n（/r/n4/r/n．/r/n[/r/n/r/n2/r/n]/r/n彭/r/n亞/r/n飛/r/n，/r/n魏/r/n海/r/n悟/r/n．/r/n淺/r/n談/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n的/r/n現(xiàn)/r/n狀/r/n、/r/n問/r/n題/r/n及/r/n對/r/n策/r/n[/r/n/r/nJ]/r/n/r/n．/r/n時/r/n代/r/n經(jīng)/r/n貿(mào)/r/n，/r/n2/r/n0/r/n0/r/n8/r/n（/r/n1/r/n2/r/n．/r/n[/r/n/r/n3/r/n]/r/n俞/r/n永/r/n江/r/n．/r/n淺/r/n談/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n[/r/n/r/nJ]/r/n/r/n．/r/n商/r/n場/r/n現(xiàn)/r/n代/r/n化/r/n，/r/n20/r/n0/r/n9/r/n（/r/n7/r/n．/r/n[/r/n/r/n4/r/n]/r/n金/r/n楚/r/n．/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n帶/r/n來/r/n的/r/n問/r/n題/r/n[/r/n/r/nJ]/r/n/r/n．/r/n商/r/n場/r/n現(xiàn)/r/n代/r/n化/r/n，/r/n200/r/n9/r/n（/r/n9/r/n．/r/n[/r/n/r/n5/r/n]/r/n/r/n劉/r/n曉/r/n秋/r/n絡(luò)/r/n交/r/n易/r/n中/r/n消/r/n費/r/n者/r/n權(quán)/r/n益/r/n保/r/n護/r/n機/r/n制/r/n構(gòu)/r/n建/r/n研/r/n究/r/n—/r/n—/r/n基/r/n于/r/n法/r/n律/r/n的/r/n視/r/n角/r/n[/r/n/r/nJ]/r/n/r/n蘇/r/n商/r/n論/r/n，/r/n/r/n2010/r/n（/r/n9/r/n[/r/n/r/n6/r/n]/r/n/r/n王/r/n翔/r/n，/r/n張/r/n橙/r/n，/r/n朱/r/n潤/r/n芝/r/n．/r/n大/r/n學(xué)/r/n生/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n原/r/n因/r/n及/r/n滿/r/n意/r/n度/r/n研/r/n究/r/n[/r/n/r/nJ]/r/n/r/n．/r/n當(dāng)/r/n代/r/n經(jīng)/r/n濟/r/n，/r/n2009/r/n（/r/n12/r/n[/r/n/r/n7/r/n]/r/n/r/n陳/r/n美/r/n菊/r/n．基/r/n于/r/n消/r/n費/r/n者/r/n心/r/n理/r/n的/r/n中/r/n小/r/n企/r/n業(yè)/r/n網(wǎng)/r/n絡(luò)/r/n市/r/n場/r/n開/r/n拓/r/n策/r/n略/r/n研/r/n究/r/n[/r/n/r/nJ/r/n]/r/n/r/n．商/r/n業(yè)/r/n時/r/n代/r/n，/r/n2010/r/n（/r/n8/r/n[/r/n/r/n8/r/n]/r/n/r/n朱/r/n浩/r/n樂/r/n，/r/n曾/r/n宜/r/n泉/r/n，/r/n泮/r/n志/r/n江/r/n．/r/n對/r/n大/r/n學(xué)/r/n生/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n行/r/n為/r/n的/r/n分/r/n析/r/n及/r/n營/r/n銷/r/n策/r/n略/r/n研/r/n究/r/n[/r/n/r/nJ]/r/n/r/n．/r/n價/r/n值/r/n工/r/n/r/n程/r/n，/r/n2009/r/n（/r/n4/r/n[/r/n/r/n9/r/n]/r/n/r/n王/r/n寒/r/n，汪/r/n超/r/n．消/r/n除/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n心/r/n理/r/n障/r/n礙/r/n發(fā)/r/n展/r/n電/r/n子/r/n商/r/n務(wù)/r/n營/r/n銷/r/n之/r/n策/r/n[/r/n/r/nJ/r/n]/r/n/r/n．現(xiàn)/r/n代/r/n財/r/n經(jīng)/r/n-/r/n/r/n天/r/n津/r/n財/r/n經(jīng)/r/n大/r/n/r/n學(xué)/r/n學(xué)/r/n報/r/n，/r/n2009/r/n（/r/n6/r/n[/r/n/r/n1/r/n0/r/n]/r/n李/r/n欣/r/n．/r/n消/r/n費/r/n者/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n行/r/n為/r/n的/r/n影/r/n響/r/n因/r/n素/r/n分/r/n析/r/n[/r/n/r/nJ/r/n]/r/n/r/n．/r/n江/r/n蘇/r/n商/r/n論/r/n，/r/n2/r/n0/r/n1/r/n0/r/n（/r/n3/r/n．/r/n[/r/n/r/n1/r/n1/r/n]/r/n鄭/r/n賢/r/n銘/r/n．/r/n消/r/n費/r/n者/r/n網(wǎng)/r/n絡(luò)/r/n購/r/n物/r/n行/r/n為/r/n特/r/n征/r/n分/r/n析/r/n[/r/n/r/nJ/r/n]/r/n/r/n．/r/n經(jīng)/r/n營/r/n管/r/n理/r/n者/r/n，/r/n200/r/n9/r/n（/r/n4/r/n．/r/n[/r/n/r/n1/r/n2/r/n]/r/n吳/r/n榮/r/n．/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n意/r/n愿/r/n之/r/n影/r/n響/r/n因/r/n素/r/n研/r/n究/r/n[/r/n/r/nJ]/r/n/r/n．/r/n現(xiàn)/r/n代/r/n商/r/n業(yè)/r/n，/r/n200/r/n9/r/n（/r/n6/r/n．/r/n本科畢業(yè)論文/r/n（/r/n20/r/n_/r/n /r/n_/r/n屆/r/n）/r/n大學(xué)生網(wǎng)上購物現(xiàn)狀及問題分析/r/n摘/r/n /r/n要/r/n隨著電子商務(wù)及網(wǎng)上購物模式的迅速發(fā)展和普及，越來越多的消費者接受并/r/n/r/n參與了網(wǎng)上購物，由傳統(tǒng)的商店購物模式向這種新型購物方式轉(zhuǎn)移，但與國外相/r/n/r/n比，/r/n我國網(wǎng)上購物的發(fā)展仍然處于一個較低的水平。網(wǎng)上購物給消費者提供了不/r/n/r/n同于傳統(tǒng)購物方式的新的購物選擇和購物體驗，尤其受到以大學(xué)生為代表的年輕/r/n高學(xué)歷人群的青睞/r/n深入分析并掌握大學(xué)生網(wǎng)上購物現(xiàn)狀及存在問題具有一定/r/n的/r/n/r/n理論和現(xiàn)實意義。/r/n本文從網(wǎng)上購物基本概念、分類、流程入手，闡述了網(wǎng)上購物/r/n在國內(nèi)外的發(fā)展?fàn)顩r，在交易成本理論和顧客滿意度理論的基礎(chǔ)上/r/n,/r/n設(shè)計了具體/r/n/r/n的調(diào)查問卷/r/n,/r/n對萬里學(xué)院大學(xué)生進行調(diào)查分析，發(fā)現(xiàn)大學(xué)生網(wǎng)上購物過程中存在/r/n的種種問題，針對這些問題給出了相應(yīng)的對策及解決方案。/r/n關(guān)鍵詞：網(wǎng)上購物；影響因素；解決方案/r/nA/r/nb/r/nstr/r/na/r/nct/r/nthther/r/napi/r/n/r/nd/r/ndevel/r/n/r/nnt/r/nofe-/r/nr/r/nce/r/n/r/nand/r/nonl/r/n/r/ni/r/nnes/r/nhoppi/r/n/r/nng/r/n/r/nl/r/n/r/nand/r/np/r/nopul/r/n/r/nar,/r/ne/r/nan/r/nd/r/ne/r/ncons/r/nrsto/r/naccept/r/nand/r/npar/r/nt/r/n/r/ni/r/nc/r/ni/r/n/r/npat/r/ne/r/ni/r/nnon/r/n/r/n-/r/n/r/nl/r/ni/r/nnes/r/nhoppi/r/n/r/nng,/r/n/r/ns/r/nhoppi/r/n/r/nngfrom/r/nthe/r/ntr/r/nadi/r/n/r/nt/r/ni/r/n/r/nonal/r/n/r/n/r/noftr/r/nans/r/n/r/nf/r/ner/r/n/r/ntot/r/nhi/r/ns/r/n/r/nnew/r/nytos/r/nhop,/r/nbut/r/nr/r/ned/r/n/r/nth/r/not/r/n/r/nher/r/ncount/r/nr/r/ni/r/n/r/nes/r/n/r/n,/r/nna/r/n'sI/r/nnt/r/n/r/ner/r/nnet/r/n/r/ns/r/nhop/r/npi/r/nng/r/ndevel/r/n/r/nnt/r/n/r/ni/r/ns/r/ns/r/nt/r/ni/r/nl/r/nl/r/nat/r/na/r/nl/r/nrl/r/nevel/r/n/r/n./r/ni/r/nne/r/ns/r/nhoppi/r/nng/r/npr/r/n/r/novi/r/ndes/r/n/r/ncons/r/nrs/r/ntha/r/ny/r/ndi/r/nf/r/nf/r/n/r/ner/r/n/r/nent/r/n/r/nfr/r/nomt/r/n/r/nhetr/r/nadi/r/n/r/nt/r/ni/r/n/r/nonal/r/n/r/ns/r/nhoppi/r/n/r/nng/r/nnews/r/nhoppi/r/nng/r/n/r/nchoi/r/n/r/nces/r/n/r/nand/r/ns/r/nhoppi/r/n/r/nng/r/nexper/r/n/r/ni/r/n/r/nence/r/n,/r/nes/r/n/r/npeci/r/n/r/nal/r/nl/r/ny/r/ncol/r/nl/r/nege/r/n/r/nst/r/nudent/r/n/r/ns/r/n,/r/n/r/nr/r/nepr/r/n/r/nes/r/n/r/nent/r/n/r/ned/r/n/r/nby/r/nhi/r/nghl/r/n/r/ny/r/neducat/r/n/r/ned/r/n/r/nyoung/r/npeopl/r/n/r/neofal/r/nl/r/n/r/nages/r/n,/r/ni/r/nn-/r/ndept/r/n/r/nh/r/n/r/nanal/r/nys/r/n/r/ni/r/ns/r/nand/r/nst/r/ner/r/n/r/nst/r/nudent/r/n/r/ns/r/npr/r/n/r/nes/r/n/r/nent/r/n/r/ns/r/ni/r/nt/r/nuat/r/n/r/ni/r/non/r/nand/r/npr/r/n/r/nobl/r/ne/r/nof/r/nonl/r/n/r/ni/r/n/r/nne/r/n/r/ns/r/nhoppi/r/n/r/nng/r/nhas/r/na/r/ncer/r/n/r/nta/r/ni/r/nnt/r/nheor/r/n/r/net/r/ni/r/n/r/nca/r/nl/r/nand/r/npr/r/n/r/nact/r/ni/r/n/r/nca/r/nls/r/ni/r/n/r/ngni/r/n/r/nf/r/ni/r/n/r/ncance/r/n./r/nInt/r/nhi/r/n/r/ns/r/n/r/npape/r/nr/r/n,/r/nthe/r/n/r/ndef/r/ni/r/n/r/nni/r/nt/r/ni/r/nonof/r/nonl/r/n/r/ni/r/nne/r/ns/r/nhoppi/r/n/r/nng,/r/nclas/r/ns/r/n/r/ni/r/nf/r/ni/r/n/r/ncat/r/ni/r/non,/r/npr/r/n/r/noces/r/n/r/ns/r/n/r/npaper/r/n/r/nexpounds/r/nthe/r/n/r/ndevel/r/n/r/nnt/r/nof/r/nonl/r/n/r/ni/r/nnes/r/nhoppi/r/n/r/nngs/r/ni/r/nt/r/nuat/r/n/r/ni/r/nonat/r/nand/r/nabr/r/noad/r/n,/r/n/r/nand/r/n/r/ncus/r/nt/r/nr/r/n/r/ns/r/na/r/nt/r/ni/r/n/r/ns/r/nf/r/nact/r/ni/r/n/r/non/r/n/r/ni/r/n/r/nn/r/n/r/nt/r/nhe/r/n/r/nt/r/nheor/r/ny/r/n/r/nof/r/n/r/nt/r/nr/r/nans/r/nact/r/ni/r/n/r/non/r/n/r/ncos/r/nt/r/n/r/nt/r/nheor/r/ny/r/n,/r/n/r/nbas/r/ned/r/n/r/non/r/nthe/r/n/r/ndes/r/n/r/ni/r/n/r/ngn/r/n/r/nofas/r/np/r/neci/r/n/r/nf/r/ni/r/nc/r/nques/r/nt/r/ni/r/n/r/nonnai/r/n/r/nre,/r/ni/r/n/r/nnves/r/n/r/nt/r/ni/r/n/r/ngat/r/ni/r/non/r/nand/r/nan/r/nal/r/nys/r/n/r/ni/r/ns/r/n/r/nof/r/nn/r/nver/r/n/r/ns/r/ni/r/nty/r/nSt/r/nudent/r/n/r/nsf/r/nound/r/n/r/nt/r/nhat/r/n/r/ncol/r/nl/r/nege/r/n/r/nst/r/nudent/r/n/r/ns/r/nonl/r/n/r/ni/r/nnes/r/nhoppi/r/n/r/n/r/nng/r/n/r/npr/r/n/r/nobl/r/ne/r/nexi/r/n/r/nst/r/ni/r/nng/r/ni/r/nnthe/r/npr/r/n/r/noces/r/n/r/ns.In/r/nvi/r/new/r/n/r/noft/r/nhes/r/n/r/ne/r/npr/r/n/r/nobl/r/ne/r/n,/r/ni/r/nt/r/npr/r/n/r/nopos/r/nes/r/n/r/ns/r/n/r/ncor/r/nr/r/nes/r/npondi/r/n/r/nng/r/n/r/ncount/r/ner/r/na/r/ns/r/nur/r/nes/r/n/r/n/r/nand/r/n/r/ns/r/nol/r/n/r/nut/r/ni/r/n/r/nons/r/n/r/n/r/nt/r/no/r/n/r/n/r/naddr/r/nes/r/ns/r/n/r/nt/r/nhe/r/ns/r/ne/r/n/r/ni/r/n/r/ns/r/ns/r/nues/r/n./r/n/r/ny/r/nds/r/n:/r/n/r/nonl/r/n/r/ni/r/n/r/nne/r/n/r/ns/r/nhoppi/r/n/r/nng;/r/n/r/ni/r/n/r/nnf/r/nl/r/n/r/nuence/r/n/r/n/r/nf/r/nact/r/nor/r/n;/r/n/r/ns/r/nol/r/n/r/nut/r/ni/r/n/r/nons/r/n目/r/n 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/r/n12/r/n4/r/n.3/r/n/r/n物/r/n流/r/n配/r/n送/r/n問/r/n題/r/n /r/n13/r/n/r/n5/r/n/r/n完/r/n善/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n的/r/n措/r/n施/r/n /r/n14/r/n5/r/n.1/r/n/r/n提/r/n高/r/n商/r/n家/r/n經(jīng)/r/n營/r/n誠/r/n信/r/n度/r/n /r/n14/r/n5/r/n.1/r/n.1/r/n/r/n完/r/n善/r/n法/r/n律/r/n法/r/n規(guī)/r/n /r/n14/r/n5/r/n.1/r/n.2/r/n/r/n嚴/r/n格/r/n準/r/n入/r/n機/r/n制/r/n /r/n14/r/n5/r/n.1/r/n.3/r/n/r/n完/r/n善/r/n商/r/n家/r/n和/r/n個/r/n人/r/n的/r/n信/r/n用/r/n評/r/n價/r/n體/r/n系/r/n /r/n14/r/n5/r/n.2/r/n/r/n加/r/n強/r/n網(wǎng)/r/n絡(luò)/r/n和/r/n信/r/n息/r/n安/r/n全/r/n保/r/n障/r/n /r/n15/r/n5/r/n.2/r/n.1/r/n/r/n技/r/n術(shù)/r/n創(chuàng)/r/n新/r/n /r/n15/r/n5/r/n.2/r/n.2/r/n/r/n網(wǎng)/r/n絡(luò)/r/n安/r/n全/r/n推/r/n廣/r/n普/r/n及/r/n /r/n15/r/n5/r/n.3/r/n/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n配/r/n送/r/n的/r/n解/r/n決/r/n措/r/n施/r/n /r/n16/r/nIII/r/n/r/n結(jié)/r/n /r/n論/r/n /r/n17/r/n/r/n參/r/n考/r/n文/r/n獻/r/n /r/n18/r/nIV/r/n隨著計算機與互聯(lián)網(wǎng)的發(fā)展與普及，人們對于網(wǎng)絡(luò)的依賴越來越強，網(wǎng)民/r/n/r/n數(shù)量逐年增加。根據(jù)/r/n2010/r/n年/r/n7/r/n月/r/n“/r/n中國互聯(lián)網(wǎng)絡(luò)信息中心/r/n”/r/n（/r/nCNNI/r/n二十六次中國互聯(lián)網(wǎng)絡(luò)發(fā)展?fàn)顩r統(tǒng)計報告》，截至/r/n2010/r/n年/r/n6/r/n月，中國網(wǎng)民規(guī)模達/r/n到/r/n4./r/n2/r/n億，突破了/r/n4/r/n億關(guān)口，較/r/n2009/r/n年底增加/r/n3600/r/n萬人；互聯(lián)網(wǎng)普及率攀升至/r/n/r/n31./r/n8%/r/n，較/r/n2009/r/n年底提高/r/n2./r/n9/r/n個百分點?；ヂ?lián)網(wǎng)的不斷發(fā)展逐漸把人們帶入了電/r/n/r/n子商務(wù)時代，消費者的需求與消費行為方式發(fā)生了巨大轉(zhuǎn)變。據(jù)調(diào)查顯示，/r/n2010/r/n/r/n年中國網(wǎng)購人數(shù)達到/r/n1./r/n/r/n58/r/n億，/r/n互聯(lián)網(wǎng)銷售總額達到/r/n4./r/n/r/n5/r/n萬億元，/r/n網(wǎng)購市場交易規(guī)/r/n模達/r/n5231/r/n億，同比增長/r/n109./r/n2%/r/n。敢于接受新事物的年輕人自然成為了網(wǎng)購的主/r/n/r/n力，其中又以大學(xué)生為最多，因為大學(xué)生相對于其他人有更多的空余時間、精/r/n/r/n力等進行網(wǎng)上購物。與此同時，網(wǎng)上購物也確實以其自身優(yōu)勢滿足了消費者日/r/n/r/n新月異的需求變化，但也不能因此而忽略了網(wǎng)購的不足及問題所在對消費者產(chǎn)/r/n/r/n生的阻礙、困擾（李欣，/r/n2010/r/n）/r/n[/r/n1]/r/n。/r/n1/r/n/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n概/r/n述/r/n1.1/r/n/r/n網(wǎng)上購物簡介/r/n1.1.1/r/n網(wǎng)上購物基本概念/r/n/r/n網(wǎng)上購物是電子商務(wù)的一部分，是指用戶為完成購物或與之有關(guān)的任務(wù)而/r/n在網(wǎng)上虛擬的購物環(huán)境中瀏覽、搜索相關(guān)商品信息/r/n,/r/n/r/n從而為購買決策提供所需的/r/n/r/n必要信息/r/n,/r/n并實踐決策和購買的過程?！?r/n2009/r/n年上半年中國網(wǎng)絡(luò)購物市場發(fā)展/r/n報告》中對網(wǎng)上購物的定義是：借助網(wǎng)絡(luò)實現(xiàn)商品或服務(wù)從商家/r/n//r/n賣家轉(zhuǎn)移到個/r/n/r/n人用戶（消費者）的過程，在整個過程中的資金流，物流和信息流，其中任何/r/n/r/n一個環(huán)節(jié)有網(wǎng)絡(luò)的參與，都稱之為網(wǎng)上購物。概括來說就是消費者通過互聯(lián)網(wǎng)/r/n/r/n獲得自己所需產(chǎn)品（服務(wù)）的一種新型購物方式。/r/n1.1.2/r/n/r/n網(wǎng)上購物的分類/r/n網(wǎng)上購物按照交易對象的不同可以分為兩類/r/n2/r/n（/r/nu/r/ns/r/ni/r/n/r/nn/r/ne/r/ns/r/ns/r/n/r/no/r/n/r/nu/r/ns/r/nt/r/no/r/ne/r/nr/r/n）/r/n/r/n與/r/n2/r/n（/r/nu/r/ns/r/nt/r/no/r/ne/r/nr/r/n/r/no/r/n/r/n/r/nu/r/ns/r/nt/r/no/r/ne/r/nr/r/n。/r/nB2C/r/n（企業(yè)對消費者）模式是指商家通過計算機網(wǎng)絡(luò)及通信技術(shù)，在網(wǎng)上建/r/n1/r/n立門戶網(wǎng)站發(fā)布商品信息滿足消費者需求，最終通過物流實現(xiàn)產(chǎn)品銷售。這種/r/n/r/n形式的電子商務(wù)一般以/r/n網(wǎng)絡(luò)零售業(yè)為主，主要借助于/r/nI/r/nnt/r/n/r/ner/r/nnet/r/n開展在線銷售活/r/n動。戴爾的直銷就是一種典型的/r/nB2C/r/n銷售模式。/r/nB2C/r/n模式是我國最早產(chǎn)生的電子/r/n/r/n商務(wù)模式。/r/nC2C/r/n（消費者對消費者）是以某網(wǎng)站作為交易平臺，/r/n通過此平臺實現(xiàn)消費者/r/n/r/n與個體賣家間的買賣過程，是一種個人之間的交易活動。如國內(nèi)知名的淘寶網(wǎng)，/r/n/r/n只需在淘寶主頁進行搜索，就能獲得大量商品信息及店鋪，找到適合自己的產(chǎn)/r/n/r/n品（服務(wù)），是現(xiàn)在最流行的模式（王民玉，/r/n2009/r/n）/r/n[/r/n/r/n2]/r/n/r/n。/r/n1.1.3/r/n/r/n網(wǎng)上購物流程/r/n/r/n網(wǎng)上購物流程就是通過互聯(lián)網(wǎng)媒介用數(shù)字化信息完成購物交易的過程。以/r/nC2C/r/n模式為例，主要步驟包括：選擇購物平臺，挑選商品，注冊賬號，填寫準確/r/n/r/n詳細的地址和聯(lián)系方式，協(xié)商交易事宜，選擇支付方式，收貨驗貨等。/r/n網(wǎng)上購物流程具體步驟如下：/r/n（/r/n1/r/n）瀏覽選購。交易的一方通過瀏覽另一方的網(wǎng)站，/r/n尋求需要的產(chǎn)品或服/r/n/r/n務(wù)信息，發(fā)現(xiàn)產(chǎn)品的各種相關(guān)信息，并進行各種信息的比較，最后在網(wǎng)上選定/r/n/r/n自己滿意的商品。/r/n（/r/n2/r/n）選擇付款方式并訂購商品。交易雙方進行價格、/r/n交易時間等具體內(nèi)容/r/n/r/n的談判，最后正式給賣方發(fā)出訂單。因支付環(huán)境的問題，傳統(tǒng)郵購和上門收款/r/n/r/n等支付方式將在一段時間內(nèi)和在線支付形式并存。/r/n（/r/n3/r/n）在線支付。根據(jù)/r/nSET/r/n協(xié)議，通過一定程序付款/r/n。/r/n（/r/n4/r/n）送貨及退貨等售后服務(wù)。物流配送將商品送到用戶手中，并有一整套/r/n/r/n的售后服務(wù)體系（俞永江，/r/n2009/r/n）/r/n[/r/n/r/n3]/r/n/r/n。/r/n1.2/r/n/r/n國內(nèi)外網(wǎng)上購物的發(fā)展與現(xiàn)狀/r/n1.2.1/r/n/r/n國內(nèi)網(wǎng)上購物發(fā)展及現(xiàn)狀/r/n/r/n中國的電子商務(wù)與國外相比發(fā)展較晚，/r/n1998/r/n年中國的第一筆網(wǎng)上交易成功，/r/n1999/r/n年隨著/r/n8848/r/n等/r/nB2C/r/n網(wǎng)站的正式開通，中國開始進入購物網(wǎng)站的實際階段。從/r/n1998/r/n至/r/n2004/r/n年間，先后發(fā)生的電子商務(wù)相關(guān)重大事件有：國內(nèi)最大的商務(wù)拍賣/r/n/r/n網(wǎng)易趣開始運營，/r/nB2C/r/n網(wǎng)站當(dāng)當(dāng)投入運營，卓越成立自己的電子商務(wù)網(wǎng)站，/r/nB2B/r/n/r/n網(wǎng)站阿里巴巴旗下淘寶網(wǎng)成立，新浪雅虎合資成立/r/nC2C/r/n網(wǎng)站。/r/n目前，隨著我國電/r/n2/r/n子商務(wù)的發(fā)展，越來越多的人選擇了方便的網(wǎng)上購物，網(wǎng)購市場已初具規(guī)模。/r/n/r/n網(wǎng)上購物早已步入成長期，隨著爆發(fā)期的來臨，也將慢慢開始走向成熟。國內(nèi)/r/n/r/n最大的獨立第三方支付平臺支付寶的用戶已超過/r/n2/r/n億。/r/n而在網(wǎng)絡(luò)交易總額方/r/n/r/n面，/r/n2009/r/n上半年中國網(wǎng)上購物市場交易規(guī)模為/r/n1034./r/n/r/n6/r/n/r/n億元，同比/r/n2008/r/n年上半年/r/n的/r/n531./r/n1/r/n億元，大增/r/n94./r/n/r/n8%/r/n。淘寶網(wǎng)發(fā)布的/r/n2010/r/n年網(wǎng)購數(shù)據(jù)揭示了網(wǎng)購的瘋狂。/r/n/r/n數(shù)據(jù)顯示，/r/n2010/r/n年淘寶網(wǎng)注冊用戶達到/r/n3./r/n7/r/n億，在線商品數(shù)達到/r/n8/r/n億，最多的時/r/n/r/n候每天/r/n6000/r/n萬人訪問淘寶網(wǎng)，平均每分鐘出售/r/n4./r/n8/r/n萬件商品。同時，以淘寶商城/r/n/r/n為代表的/r/nB2C/r/n業(yè)務(wù)交易額在/r/n2010/r/n年翻了/r/n4/r/n倍，/r/n未來幾年也仍將保持這一增長速度。/r/n1.2.2/r/n/r/n國外網(wǎng)上購物的發(fā)展及現(xiàn)狀/r/n1995/r/n年/r/n9/r/n月，波爾/r/n·/r/n歐米迪亞（/r/nPi/r/n/r/ner/r/nr/r/ne/r/n/r/ndyar/r/n）成立了世界上第一個/r/nC2C/r/n/r/n網(wǎng)上拍賣網(wǎng)站，/r/n1997/r/n年，該網(wǎng)站正式命名為/r/ne/r/ny/r/n，以星級作為代表的信用評價/r/n/r/n指數(shù)初次登場。/r/n2001/r/n年，/r/ne/r/n/r/ny/r/n持續(xù)進行全球性擴張，網(wǎng)上店鋪上線，大受歡迎。/r/ny/r/n的凈收入達/r/n7./r/n/r/n3/r/n億美元，商品交易額為/r/n90/r/n億美元。至/r/n2007/r/n年底，/r/ne/r/ny/r/n/r/n整個/r/n2007/r/n年度凈收入為/r/n76.72/r/n億美元。截止到/r/n2007/r/n年第一季度末，/r/ne/r/ny/r/n網(wǎng)絡(luò)拍/r/n/r/n賣平臺共有/r/n2./r/n/r/n33/r/n億名注冊用戶。目前，/r/ne/r/ny/r/n己成為全球最大的網(wǎng)上交易平臺。/r/n美國電子商務(wù)的應(yīng)用領(lǐng)域和規(guī)模都遠遠領(lǐng)先于其他國家，在全球所有電子/r/n/r/n交易額中，目前大約有/r/n50%/r/n以上都發(fā)生在美國。美國的零售貿(mào)易（/r/nB2C/r/n，/r/nBusi/r/nnes/r/ns/r/nt/r/no/r/n/r/nr/r/n）電子商務(wù)起步最早，引領(lǐng)了世界發(fā)展潮流。美國在線（/r/nAOL/r/n）、雅/r/n/r/n虎、電子港灣等著名的電子商務(wù)公司在/r/n1995/r/n年前后開始賺到錢，到/r/n2000/r/n年創(chuàng)造/r/n/r/n/r/n了/r/n7./r/n8/r/n億美元，/r/nI/r/nBM/r/n、亞馬遜書城、戴爾電腦、沃爾瑪超市等電子商務(wù)公司在各/r/n/r/n自的領(lǐng)域都取得了巨額利潤。/r/n2000/r/n年，美國網(wǎng)上銷售在零售貿(mào)易或服務(wù)業(yè)銷售/r/n/r/n額方面占總銷售額的比例還只有/r/n0./r/n8%/r/n。不過，近十年來網(wǎng)上銷售迅速發(fā)/r/n/r/n展，/r/n其增長率大大高出總的零售貿(mào)易增長率。根據(jù)美國統(tǒng)計局統(tǒng)計，/r/n2009/r/n年第/r/n2/r/n季度，美國零售貿(mào)易（/r/nB2C/r/n）電子商務(wù)交易額達到/r/n324/r/n億美元，已經(jīng)占到全部零/r/n/r/n售額的/r/n3./r/n/r/n6%/r/n（來輝；蔡盈宇，/r/n2009/r/n）/r/n[/r/n/r/n4]/r/n/r/n。美國作為世界上電子商務(wù)最發(fā)達的國/r/n/r/n家，擁有全球最大的網(wǎng)上購物市場。在美國，網(wǎng)上購物是非常普遍的事情，這/r/n/r/n要歸功于其較高的寬帶普及率、發(fā)達的物流系統(tǒng)和完善的個人信用體系。/r/n3/r/n2/r/n/r/n大/r/n學(xué)/r/n生/r/n選/r/n擇/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n原/r/n因/r/n及/r/n特/r/n征/r/n大學(xué)生的學(xué)習(xí)、生活都離不開網(wǎng)絡(luò)，甚至可以說達到了與網(wǎng)絡(luò)朝夕相處的/r/n/r/n地步，有些學(xué)生的專業(yè)就與網(wǎng)絡(luò)有著很大的關(guān)聯(lián)，例如電子商務(wù)、信息管理與/r/n/r/n信息系統(tǒng)等專業(yè)。隨著接觸網(wǎng)絡(luò)的增多，接受新事物能力較強的大學(xué)生自然而/r/n/r/n然對網(wǎng)上購物產(chǎn)生了濃厚的興趣，開始體驗網(wǎng)購帶來的樂趣（朱浩樂；曾宜泉；/r/n/r/n泮志江，/r/n2009/r/n）/r/n[/r/n/r/n5]/r/n。/r/n2.1/r/n/r/n大學(xué)生選擇網(wǎng)上購物原因/r/n（/r/n1/r/n）網(wǎng)絡(luò)商店的優(yōu)勢性/r/n/r/n網(wǎng)絡(luò)商店提供的產(chǎn)品或服務(wù)種類繁多，依靠網(wǎng)絡(luò)無地區(qū)、國界限制的優(yōu)勢/r/n毫無保留地展示自己的商品，只需一臺連接互聯(lián)網(wǎng)的計算機，就能了解最新的/r/n/r/n商品信息，滿足自身消費需求。商品信息更新速度快，毫不夸張的說，只有你/r/n/r/n想不到的沒有你買不到的。網(wǎng)絡(luò)本身就是一個巨大的信息平臺，可以散布大量/r/n/r/n的廣告吸引消費者。以上這些恰恰是傳統(tǒng)商店無法企及的（呂婕，/r/n2009/r/n）/r/n[/r/n/r/n6]/r/n/r/n。/r/n（/r/n2/r/n）網(wǎng)絡(luò)購物的廣泛性/r/n/r/n網(wǎng)絡(luò)提供/r/n24/r/n小時服務(wù)，不存在節(jié)假日或營業(yè)時間限制。消費者可隨時查詢/r/n所需資料或購物，查詢和購物過程需時極短，程序簡便快捷。網(wǎng)絡(luò)購物不受時/r/n/r/n間、空間限制，具有隨意的時空性，消費者只需選擇自己方便的任何時間地點/r/n/r/n進行網(wǎng)上購物，要做的只是登陸喜歡的購物網(wǎng)站，挑選自己所需商品，通過一/r/n/r/n定的支付方式，完成產(chǎn)品的選購過程。傳統(tǒng)購物大多受到營業(yè)時間的限制，購/r/n/r/n物地點也只能是固定的區(qū)域場所，很多想買的東西無法買，比如其他地方的特/r/n/r/n產(chǎn)、某些剛上市的新產(chǎn)品等（沈穎；王川，/r/n2010/r/n）/r/n[/r/n/r/n7]/r/n/r/n。/r/n（/r/n3/r/n）網(wǎng)絡(luò)商品的低價性/r/n/r/n對于網(wǎng)店經(jīng)營者來說，在網(wǎng)上進行銷售省去了實體店的房租、裝修，沒有/r/n庫存的壓力，也省去了很多中間環(huán)節(jié)，經(jīng)營成本降低，或是由于地域性的消費/r/n/r/n差異等因素，都會使得網(wǎng)上商品的價格低于傳統(tǒng)購物渠道商品價格。這對于大/r/n/r/n多數(shù)沒有工作收入來源、追求物美價廉的大學(xué)生消費者而言，無疑充滿著巨大/r/n/r/n的誘惑力。/r/n4/r/n2.2/r/n/r/n大學(xué)生網(wǎng)上購物特征/r/n（/r/n1/r/n）消費主動性增強/r/n/r/n大學(xué)生具有較高的學(xué)歷和較強的獲取信息的能力，會想方設(shè)法通過各種可/r/n能的途徑獲得滿意的商品，通過便捷的網(wǎng)上購物可以輕松地達到貨比三家的目/r/n/r/n的，找到最適合自己的低價位商品（胡文杰，/r/n2010/r/n）/r/n[/r/n8]/r/n。/r/n（/r/n2/r/n）消費結(jié)構(gòu)多樣化的需求/r/n/r/n大學(xué)生消費日趨呈現(xiàn)出多元化的特點，當(dāng)傳統(tǒng)的購物模式無法滿足自身不/r/n斷發(fā)展的對產(chǎn)品的需求時，便將目光投向了網(wǎng)上購物。/r/n目前大學(xué)生網(wǎng)上消費主/r/n要集中在生活學(xué)習(xí)、通訊、娛樂等方面。/r/n（/r/n3/r/n）對時尚潮流消費的追求/r/n/r/n作為青年一代的大學(xué)生，追逐潮流無可厚非，網(wǎng)上/r/n購物本身就是一種不同/r/n于傳統(tǒng)購物模式的新型購物方式，通過網(wǎng)絡(luò)購買符合自己需求的商品，這些商/r/n/r/n品一般是當(dāng)下最流行的，具有時尚新奇的特點，充分體現(xiàn)了自己的獨特個性和/r/n/r/n興趣（杜和平，/r/n2009/r/n）/r/n[/r/n/r/n9]/r/n/r/n。/r/n（/r/n4/r/n）從眾性消費/r/n/r/n大學(xué)的生活離不開群體，方方面面都受到來自群體行為的影響，對購物方/r/n式的選擇自然也不例外，/r/n看到身邊的同學(xué)經(jīng)常在網(wǎng)上買到稱心如意的商品，潛/r/n/r/n移默化的過程中自己也會瀏覽一些購物網(wǎng)站，嘗試網(wǎng)上購物。如此一來，越來/r/n/r/n越多的大學(xué)生選擇了網(wǎng)上購物方式（戴景南，/r/n2009/r/n）/r/n[/r/n/r/n10]/r/n/r/n。/r/n5/r/n3/r/n /r/n大/r/n學(xué)/r/n生/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n調(diào)/r/n查/r/n問/r/n卷/r/n分/r/n析/r/n3.1/r/n/r/n調(diào)查方案設(shè)計/r/n（/r/n1/r/n）調(diào)查目的/r/n/r/n通過此次調(diào)查，深入了解萬里學(xué)院大學(xué)生網(wǎng)上購物現(xiàn)狀的具體情況，掌握/r/n大學(xué)生網(wǎng)上購物的心理動機和行為特征，并且發(fā)現(xiàn)網(wǎng)上購物現(xiàn)存的主要問題，/r/n/r/n根據(jù)得到的研究結(jié)果提出相關(guān)意見和建議。/r/n（/r/n2/r/n）調(diào)查對象/r/n/r/n本次調(diào)查以浙江萬里學(xué)院的所有在校大學(xué)生為樣本，方便獲取數(shù)據(jù)，數(shù)據(jù)/r/n的可信度也較高，因此得出的結(jié)果也相對比較可靠。國外許多關(guān)于網(wǎng)上購物行/r/n/r/n為的實證研究也是采用學(xué)生作為樣本，所以以高校學(xué)生作為樣本來研究網(wǎng)上購/r/n/r/n物現(xiàn)狀有一定的可行性和實踐價值（顧菊，/r/n2009/r/n）/r/n[/r/n/r/n11]/r/n/r/n。/r/n（/r/n3/r/n）調(diào)查方法/r/n/r/n選用隨機抽樣攔截式調(diào)查的方法，將問卷直接送到被訪問者手中等待被訪/r/n者做完調(diào)查后立即回收，以確保問卷的高回收率，期間同時進行口頭采訪。本/r/n/r/n次問卷調(diào)查總共發(fā)放問卷/r/n300/r/n份，實際回收有效問卷/r/n265/r/n份，回收率為/r/n88./r/n3.2/r/n/r/n調(diào)查問卷分析/r/n3.2.1/r/n/r/n大學(xué)生網(wǎng)上購物總體情況數(shù)據(jù)分析/r/n（/r/n1/r/n）參與網(wǎng)購的經(jīng)歷及網(wǎng)購歷史/r/n/r/n在有效的/r/n265/r/n份問卷中，有過網(wǎng)上購物經(jīng)歷的學(xué)生人數(shù)達到了/r/n93./r/n/r/n中，有三年或三年以上網(wǎng)購歷史的人占到了/r/n29./r/n/r/n6%/r/n，一年或一年以上的占/r/n40./r/n/r/n20./r/n/r/n6%/r/n的學(xué)生有半年或半年以上歷史，僅有/r/n9./r/n/r/n6%/r/n的學(xué)生只有一個月或三個月的網(wǎng)/r/n購歷史（網(wǎng)上購物歷史見圖/r/n1/r/n）。剩下/r/n6./r/n/r/n2%/r/n沒有參與過網(wǎng)上購物的學(xué)生大多因為/r/n未開通網(wǎng)上銀行，極個別則是對網(wǎng)購不感興趣。表明大學(xué)生對于網(wǎng)購并不陌生，/r/n/r/n甚至已經(jīng)成為大學(xué)生活的一部分，或多或少地影響著大學(xué)生的購物方式。/r/n6/r/n圖/r/n1/r/n/r/n網(wǎng)/r/n上/r/n購/r/n物/r/n的/r/n歷/r/n史/r/n（/r/n2/r/n）購物網(wǎng)站的選擇及支付方式/r/n淘寶網(wǎng)以/r/n90./r/n1%/r/n的比例遙遙領(lǐng)先于其他品牌網(wǎng)站，/r/n60./r/n/r/n7%/r/n的大學(xué)生選擇在拍/r/n/r/n拍網(wǎng)購物，其他主流購物網(wǎng)站的比例依次為當(dāng)當(dāng)網(wǎng)/r/n50./r/n3%/r/n、京東商城/r/n52./r/n/r/n越網(wǎng)/r/n的/r/n39./r/n/r/n4%/r/n，還有/r/n15./r/n/r/n6%/r/n的同學(xué)選擇了其他（購物網(wǎng)站的選擇見圖/r/n2/r/n）/r/n。大學(xué)生/r/n/r/n普遍的第一反應(yīng)就是淘寶網(wǎng)，拍拍網(wǎng)也因其擁有大量/r/nQQ/r/n用戶的優(yōu)勢使得市場占/r/n/r/n有率僅次于淘寶。關(guān)于支付方式的選擇問題，/r/n93./r/n8%/r/n的學(xué)生表示會通過支付寶等/r/n相對/r/n安全而又方便快捷的電子支付方式，/r/n22./r/n/r/n1%/r/n的學(xué)生更愿意選擇貨到付款的方/r/n式，極少數(shù)學(xué)生選擇了郵局或銀行直接匯款的方式。/r/n（/r/n3/r/n）網(wǎng)購年消費額/r/n

/r/n圖/r/n2/r/n/r/n購/r/n物/r/n網(wǎng)/r/n站/r/n的/r/n選/r/n擇/r/n關(guān)于大學(xué)生網(wǎng)上購物的消費水平，根據(jù)調(diào)查數(shù)據(jù)顯示，有/r/n26/r/n個學(xué)生網(wǎng)上購/r/n/r/n物年均花費在/r/n100/r/n元以內(nèi)，年均消費額在/r/n100/r/n至/r/n500/r/n元的有/r/n52/r/n人，半數(shù)以上在/r/n