大学生网络消费行为的影响机制与引导策略研究——以成都信息工程大学为例

Research on the Influence Mechanism and Guidance Strategies of College Students’ Online Consumption Behavior—Taking Chengdu University of Information Technology as an Example

摘要: 在数字化和信息化不断发展的环境中，大学生互联网消费成为常态，风险也在不断演变和增加。在此背景下，本文以成都信息工程大学在校大学生为代表，基于问卷调查结合消费者行为理论和消费者行为影响因素模型，利用AMOS27.0建立结构方程模型，对大学生互联网消费行为引导及其影响因素进行研究。结果表明：(1) 信任因素、商品因素对大学生进行互联网消费的感知易用性和有用性产量了正向的显著影响；(2) 感知易用性对于感知有用性产生负向影响；(3) 感知有用性和感知易用性与使用态度之间产生均为正向影响。建议和引导成都信息工程大学大学生健全法律意识，降低消费风险；树立正确消费观，提供优质教育服务；优化互联网消费环境。

Abstract: In an environment where digitalization and information technology are continually advancing, internet consumption among college students has become commonplace, accompanied by evolving and increasing risks. Against this backdrop, this study, taking students from Chengdu University of Information Technology as a representative sample, investigates the guidance of online consumer behavior among college students and its influencing factors. By combining questionnaire surveys with consumer behavior theory and a consumer behavior impact factor model, a Structural Equation Model (SEM) is established using AMOS 27.0. The findings reveal several key points: (1) Trust and product factors have a positive and significant impact on the perceived ease of use and usefulness of Internet consumption for college students; (2) Perceived ease of use has a negative impact on perceived usefulness; (3) Both perceived usefulness and perceived ease of use have positive effects on user attitude. It is recommended to cultivate a sound legal awareness among college students at Chengdu University of Information Technology, thereby reducing consumption risks; to foster a correct consumption mindset, providing high-quality educational services; and to optimize the online consumption environment.