摘要随着电子商务和互联网技术的迅速发展，网络购物行为受到越来越多的消费者的欢迎，网络购物过程中的体验也显得越来越重要，这些将直接影响消费者的购物决策。本文在综合国内外学者对消费者行为以及网络购物体验的相关研究成果的基础上，将影响消费者网络购物体验的因素归类为认知层面因素和情感层面因素两个维度，并对两个维度细分成网站有用性、网站易用性、信息的控制、认知型信任和情感型信任、购物氛围、购物自由七个因素，探讨这些因素对大学生网络购物体验的影响以及网络购物体验对大学生消费者购买意向的影响。本文以网上超市为研究载体，通过发放调查问卷，根据调查的统计数据，运用比例分析法检验本文提出的理论假设。研究发现，网站有用性、网站易用性、信息的控制和认知型信任等认知因素和情感型信任、购物氛围、购物自由等情感因素都正向影响消费者的购物体验；购物体验正向影响消费者的购买意向。根据实证研究结论，提出四条提升大学生消费者网上超市购物体验的建议：优化网站设计，强化有用、易用性；树立品牌形象，增强消费者信任；引导购物观念，提升购物乐趣；改进网购服务，保障购物自由。47678

Abstract：With the rapid development of China's electronic commerce and Internet technology， online shopping is increasingly popular in people's life， in the process of online shopping experience is becoming more and more important， which directly affect the consumer's shopping decision. Based on the review of domestic and foreign scholars about the network shopping experience and consumer behavior on the relevant research results， the factors that influence consumer online shopping experience are classified as cognition experience factor and emotion experience factor， discussed these factors experience impact on consumer purchase intention influence on online shopping experience and Internet shopping. With the online supermarket as the research carrier， through the questionnaire survey， according to statistics， theoretical analysis of hypothesis test method using this ratio. The study found that， perceived usefulness， perceived ease of use and cognition based trust and other cognitive factors and affective trust， shopping atmosphere， free and other emotional type factors are positive effect on consumers' shopping experience； shopping experience positively influence the purchase intention of consumers. According to the empirical research conclusion， put forward four improving consumer online supermarket shopping experience suggestions： shaping the brand image， enhance consumer trust； optimization of online shopping service shopping guide， guarantee free； shopping concept， enhance the shopping fun； pay attention to the website design， reinforcement， for ease of use.

毕业论文关键词：大学生； 网购体验； 消费者行为； 网上超市；

Keyword： college students；online shopping experience； consumer behavior； online supermarket；

目录

1绪论 4

1.1 研究背景和意义 4

1.2研究内容和目的 4

1.3研究方法 4

1.4技术路线 5

1.5本文创新点 5

2文献综述 6

2.1消费者行为相关研究综述 6

2.2网络购物体验相关研究综述 7

2.2.1 网络购物体验的相关研究 7

2.2.2大学生网络购物体验的相关研究