基于主成分分析的大学生网购行为影响因素分析

Analysis of Influencing Factors of College Students’ Online Shopping Behavior Based on Principal Component Analysis

摘要: 电子计算机的普及和网络的发展使网络购物逐渐成为了一种新兴购物方式。大学生作为一个特殊的庞大的网购群体，研究其网购行为的影响因素，可为商家提供产品营销策略及产品质量优化方面的建议，也可以让大学生了解自己购物偏好从而合理规划消费。本文应用主成分分析法，分别对影响男女大学生网购的行为因素进行了分析，得出影响男生网购的主要因素有时间、信息、店铺服务、诚信因子等；影响女生网购的主要因素有价格、文化、理念、退换货、经济因子等。最后通过数据分析给出研究结论并给予商家合理建议，引导大学生理智消费。

Abstract: With the popularization of computers and the development of the Internet, online shopping has gradually become a new way of shopping. College students are a special and huge online shopping group, and research on the influencing factors of their online shopping behavior can provide marketers with suggestions on product marketing strategies and product quality optimization, and also allow college students to understand their shopping preferences so as to reasonably plan their consumption. In this paper, principal component analysis is applied to analyze the behavioral factors affecting online shopping of male and female college students. It is concluded that the main factors that affect male online shopping are time, information, shop service, honesty factor and so on. The main factors affecting female online shopping include price, culture, concept, return and exchange, economic factors and so on. Finally, through data analysis, research conclusions are given and reasonable suggestions are given to businesses to guide the rational consumption of college students.