大学生网络消费的影响因素研究

A Study on the Influencing Factors of College Students’ Online Consumption

摘要: 本研究以北京市某大学的本科生为调查对象，通过问卷调查获得大学生非理性网购消费的相关数据，利用Apriori算法挖掘出大学生对“价格”、“累计评论”、“描述相符”等因素看重程度的关联规则，并分别从单因素和综合因素角度分析因素对购买决策的影响。通过建立Logistic回归模型帮助商家制定正确的营销策略，并为大学生购买决策提出建议。结果表明：大学生关注的因素之间存在关联规则，关注一个因素的同时，极大可能会考虑与之强关联的另一个因素；对购买决策有显著性影响的单因素在综合作用时其影响可能会被削弱，也有可能会由正向变为负向。

Abstract: This research takes undergraduates from a university in Beijing as the survey object, obtains relevant data on irrational online shopping consumption of college students through a questionnaire survey, and uses the Apriori algorithm to mine the association rules that college students attach to different factors like “price”, “cumulative reviews”, “description match”, and analyzes the influence of factors on purchasing decisions from the perspective of single factor and comprehensive factors, and establishes a Logistic regression model. In this way, it can help businesses develop correct marketing strategies and make recommendations for college students’ purchasing decisions. The results show that there are association rules among the factors that college students pay attention to. While paying attention to one factor, they are likely to consider another factor that is strongly related to it; in the analysis of the role of comprehensive factors, the impact of single factors that previously had a significant impact on the purchase decision will change. It may be weakened, or it may change from positive to negative.