Preliminary Study on the Gender Differences in the Online Shopping of College Students

DOI

10.2991/emle-17.2017.33How to use a DOI?

Keywords

college students; gender; online shopping; difference

Abstract

Under the background of the Internet Plus, the literature review method, questionnaire method and integrated data analysis method are applied in the research to analyze the differences between the male and female college students in the consuming behavior of online shopping and the decision-making factors. The specific research method is as follows: The questionnaires are distributed through WJX.cn. A total of 162 valid questionnaires are collected. The respondents are college students, including 79 male college students and 83 female college students. The scales include the Questionnaire on the Preference of College Students in Online Shopping compiled by Wang Zhiwen in 2013, and the Questionnaire on the Decision-making Style of College Students in Online Shopping compiled by Liu Jun in 2009. The investigation result shows: Male and female college students have big differences in the kind of online shopping, the available amount of online shopping, the total consumption of online shopping and the decision making of online shopping. The SPSS20.0 is used to conduct the variance analysis on the data in the decision making of online shopping, and the result shows: Male and female college students have different selection preference in the online shopping. In the online shopping, the scores of female college students are higher than that of the male college students in five dimensions, including the confusion of decision making, novelty and fashion, recommendation and reference, entertainment and careful calculation and strict budgeting. However, the score of male college students is higher than that of the female college students in paying attention to the dimension of brand. The research aims at providing guidance for the college students to establish the correct consumption view of online shopping as well as providing some helps for the electronic commerce enterprises in some operating strategies.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Danwen Chen
AU  - Xuan Luo
PY  - 2017/12
DA  - 2017/12
TI  - Preliminary Study on the Gender Differences in the Online Shopping of College Students
BT  - Proceedings of the 3rd International Conference on Economics, Management, Law and Education (EMLE 2017)
PB  - Atlantis Press
SP  - 157
EP  - 161
SN  - 2352-5428
UR  - https://doi.org/10.2991/emle-17.2017.33
DO  - 10.2991/emle-17.2017.33
ID  - Chen2017/12
ER  -