摘 要 随着社会经济的增长，互联网的快速发展，网络购物已成为人们生活中必不可少的一部分，大学生俨然成为了网络购物的主力军。虽然网络购物已在慢慢的走向成熟，但其中仍然存在许多问题，当中的问题值得我们去探讨。基于大数据的社会背景下，本文在对华商学院学生网购消费情况的问卷调查基础上，借助SPSS软件及EXCEL软件运用基本统计分析方法、对应分析、Logistic回归方法，对华商学生网上购物消费情况进行分析。结合华商学生网上购物现状，找出华商学生网购行为的差异性，分析网购消费心理特征，以便正确引导华商学生的消费观念。然后通过Logistic回归分析找出影响华商学生网上购物频率的关键因素。最后，综合前面的分析结论对学校、电商、政府提出相应的对策建议。
关键词：网络购物 统计分析 Logistic回归 对策建议
Abstract With the growth of economy and society, the rapid development of the Internet, online shopping has become a part of people life indispensable, college students seems to have become the main force of network shopping. Although online shopping has slowly mature, but there still exist many problems, the problems which are worth for us to explore.Based on the social background of the large data, this paper on the questionnaire of Hua shang college students online shopping consumption based, with SPSS software and Excel software by using the basic methods of statistical analysis, correspondence analysis, logistic regression method, carries on the analysis to the Hua shang students online shopping consumption. Combined with students online shopping situation, to find out the differences of students’ online shopping behavior of college students in the Hua shang, online shopping consumer psychology analysis, so as to correctly guide the consumer concept of Hua shang students. Then through logistic regression analysis to find out the key factors which influence students online shopping frequency. Finally, in front of the conclusions of the analysis to the school, electricity, the government proposed the corresponding countermeasures and suggestions.
Key words: Online shopping; Statistical analysis; Logistic regression;
Countermeasures and suggestions
目 录
1.学校应积极引导学生绿色健康消费意识，正确培养学生的消费观和价值观，倡导理性消费 18
3.政府要完善行业的法律体系，加强对网络的监管力度…. 19
