羞怯对网络购物行为的影响：基于理想自我和现实自我差异的考察

The Influence of Shyness on Network Shopping Behavior: The Differences between Ideal Self and Real Self as the Mediator

摘要: 本文以400名大学生为研究对象，采用问卷调查法考察学生羞怯、理想自我和现实自我差异、网络购物行为的关系，研究结论：大学生的网络购物频率存在显著的性别、年级和生源地差异；大学生的羞怯与理想自我和现实自我的差异呈显著的正相关；大学生的羞怯水平除了对网络购物行为有直接的作用外，还通过理想自我和现实自我的差异对网络购物行为有间接地影响。

Abstract: Based on 400 college students as the research object, this paper adopts the questionnaire method to investigate the relationship between the college students’ shyness, the ideal self and real self differences and the network shopping behavior. The results show that: college students’ network shopping frequency has significant differences in gender, grade and students; college students’ shyness and ideal self and real self differences are significantly positively correlated; college stu-dents’ shyness level in addition to the network shopping behavior has a direct effect; and also the ideal self and real self differences have indirect influence on network shopping behavior.