The Research in the Undergraduate and Behavioral Intent of Shopping Brands Online: The University Students in Guangdong Province as an Example

DOI

10.2991/ichssr-19.2019.26How to use a DOI?

Keywords

EKB model; Brand consumption; Consumer decision-making; E-commerce; Online shopping.

Abstract

E-commerce has become an indispensable channel for network marketing in today's enterprises. Because consumers' online shopping ways will be the key factors that affect the earnings and competitiveness of enterprises. This study explores the three-faceted factors of college students' brand value, quality value and service value of online shopping brand behavior, and acquired 536 valid sample by online questionnaire, and conduct independent T test and ANOVA analysis. Results: (1) There are significant differences in “brand value” and female students are higher than male in brand value. (2) Grade four students are significant differences in “brand value” who have online shopping experience. (3) Pocket money for students, “brand value” and “quality value” are significant differences. (4) Pocket money for students range is 601-1000 of monthly, and second is 1001-1500 of monthly. (5) The college student consumer behavior decision is no significant difference between brand value and online shopping frequency.

Copyright

© 2019, 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  - Yu-Shen Fang
PY  - 2019/05
DA  - 2019/05
TI  - The Research in the Undergraduate and Behavioral Intent of Shopping Brands Online: The University Students in Guangdong Province as an Example
BT  - Proceedings of the 2019 5th International Conference on Humanities and Social Science Research (ICHSSR 2019)
PB  - Atlantis Press
SP  - 144
EP  - 147
SN  - 2352-5398
UR  - https://doi.org/10.2991/ichssr-19.2019.26
DO  - 10.2991/ichssr-19.2019.26
ID  - Fang2019/05
ER  -