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Guide to Education Innovation
ISSN Print:2789-0732
ISSN Online:2789-0740
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Research on the Current Situation of Online Shopping Psychology and Behavior of College Students under the Background of the Internet
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Information:
South-Central Minzu University, Wuhan
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Keywords:
College students; Online shopping; Consumption psychology; Consumption behavior
- Abstract: Online shopping has become the mainstream consumption method among college students. Based on questionnaire survey data, this paper analyzes the characteristics, consumption psychology, advantages and disadvantages of college students’ online shopping behavior under the internet background and extracts three core psychological characteristics: autonomy, pragmatism and blindness. It also systematically explores the influencing factors from the aspects of the commodity platform, individual characteristics, campus environment, family and society. The study reveals that college students’ online shopping is highly popular and dominated by rational consumption. However, they are easily affected by marketing induction and herd mentality, with problems such as excessive consumption and inadequate consumer rights protection. Therefore, this paper proposes guidance strategies from four aspects: individual, university, family and society, aiming to help college students establish a rational, healthy and safe concept of online shopping consumption.
- DOI: 10.35534/gei.0602023 (registering DOI)
- Cite: Zhang, L. (2026). Research on the Current Situation of Online Shopping Psychology and Behavior of College Students under the Background of the Internet. Guide to Education Innovation, 6(2), 248−261.
