摘要:随着中国网络购物市场的迅猛发展，把握消费者的真正需求以制定相应策略已成为电子商务企业和零售商面临的巨大挑战。在网民人数中占比超过四分之一的大学生成为了众多电子商务企业和网上零售商的一个巨大的潜在目标市场。因此，探究当代大学生网络购物消费倾向对于电子商务企业和网上零售商来说变得尤为重要。

　　　为了探讨影响大学生网络购物消费倾向的影响因素，该研究基于将网络购物作为一种技术的视角去研究大学生对网络购物的接受程度。在借鉴了国内外相关研究基础上，该研究采用具有较高解释力度的UTAUT模型，结合大学生这个群体的特点，合理提出该研究的假设并建立大学生网络购物倾向模型，设计相应的量表并实施调查，通过SPSS17.0软件中的信度分析和因子分析对量表的信度和效度分别进行了检验，通过相关分析和回归分析对研究假设进行了检验并修正了模型。

　　　研究结果表明：首先，模型中的核心变量网购乐趣和社会影响对于大学生网络购物倾向有着重大影响，其次是绩效期望和努力期望，再是信任和风险保护以及促成因素。该结果符合当代大学生网络购物消费的特点，也为电子商务企业抓住大学生消费者的需求提出了相关建议。其次，模型中的调节变量在一定程度上也会影响模型的核心变量及消费倾向。其中，随着网购频率和网龄的增加，促成因素的影响力会加强而努力期望、网购乐趣的影响力下降；随着月消费水平的提高，网购乐趣的影响力下降。因此本研究也对电子商务企业把握网购经验丰富者和刚涉入网购者的需求提出了相关建议。

关键词：UTAUT模型；大学生；网络购物；消费倾向

Abstract:The rapid development of china’s online shopping market provides a broader space as well as a greater challenge for e-commerce businesses and online retailers. It has become an enormous challenge for e-commerce businesses and retailers to get to know the real need of consumers.As a goup that covers more than a quarter of the online shopping population,College students have been regarded as a huge potential target group. For this reason, it is essential for e-commerce businesses and online retailers to insight into the characteristics and influencing factors of college students’s online shopping behaviors.

    To investigate the influencing factors of students’ online shopping propensity, the article takes online shopping behavior as a new technique to study the degee of consumer acceptance from a technical perspective. On the basis of relevant research and the UTAUT model with high explanatory power, combined with the characteristics of this group of college students ,the artical formulates hypotheses and establishs the model of college students’ online shopping propensity, designing scale investigation by letter validity of the questionnaire in order to ensure the reliability analysis,using factor analysis to identify important factors and correlation and regression analysis to test hypotheses and draw conclusions.   The results show that the core variables--fun of online shopping and social impact tend to have a significant impact on students’ online shopping propensity, followed by performance expectations and efforts expectations which also have a great impact.trust and risk protection and contributing factors have the least impact on students’ online shopping propensity . The adjustment variables-- gender, the net purchase frequency, the net age and monthly consumption levels will affect the core of the model variables and the propensity to consume to some extent. This result is in line with characteristics of contemporary students’ consumer behavior and also reflects the changes of the younger generation in online shopping behaviors for the past two years to a certain extent.

Keywords: UTAUT model; college students; online shopping; propensity to consume