大学生网上购书行为影响因素分析

大学生网上购书行为影响因素分析(13000字)
摘  要：随着互联网和网上购物的高速发展，各类书籍销售商纷纷进军网络市场。网上购书在书籍销售市场中占据越来越重要的位置，目前网上购书以不仅仅是一种时尚、前卫的行为，它更象征这书籍销售的一种潮流。本文对网上购书的现状以及网上购书行为的影响因素进行分析，并选择合适因子设计调查问卷。最后以湖南农业大学、湖南大学、中南大学和湖南师范大学在校学生为主要调查对象，采用SPSS17.0对数据进行分析，研究大学生网上购书行为的主要影响因素，以及各因素的影响程度，并提出了一些改善网上购书的建议。
关键词：网上购书 ；因素；影响；消费者；

Students Factors Affecting Online Bookstores Behavior Analysis
Abstract：With the Internet and the rapid development of Internet shopping, all kinds of books in the market into network vendors. Online bookstores in books market is becoming more and more important position in the current online bookstores, with only a fashionable and halfback behavior, it is more symbolic of the book sales trend. Based on the current online bookstores and behavior of online bookstores, and analyzes the factors that influence factor design appropriate questionnaire. Finally in human agricultural university, human university, the university of central human normal university and college students as the main research object, by analysis of data SPSS17.0 online bookstores, research university of behavior, and main factors influencing factors of influencing degree, and puts forward some Suggestions to improve the online bookstores.
Keywords： online earmarked ； factors ；influenced；consumer ；