441 Advice for network market ing or se ller1 6 

   442 Advice for express company1 6 

   443 Advice for schools1 7 

444 Advic e for col lege s tudents18 

Chapte r Five Conc lus io n20 

Re fe r e nc e s21 

Ap p e nd i x2 6 
Analysis of College Students' Online Shopping's Purchase Motivation -- Taking Students in Jiangsu Normal University as an Example  Chapter 1 Introduction The twenty- first Century is an era of Internet. With the continuous progress of network technology, the reduction of cost of computer as well as the continuous improvement of logistics service, online shopping is becoming a fashion trend. More and more people like shopping on the Internet and online shopping is gradually becoming a part of daily life, showing its popularity and university. College students is becoming the main force of online shopping. However, as a special consumer group, college students have different consumer psychology and behavior. The analysis of college students’ online shopping motivation helps the enterprises to develop college students’ online marketing  so as to gain competit ive advantage in the future. Meanwhile, the  analys is can efficiently promote the service and perfection of shopping platform.
To a certain extent, it will promote  the  process of network legislation, accelerating the development of online shopping. Under this circumstance, this paper firstly shows the theories of purchase motivation and main purchase motivations of the public.  After  analyzing  the results of the questionnaire survey among college students in Jiangsu Normal University, it concludes that seeking cheap and convenience as well as conformist mentality are the three main motivations which make college students shop online. At the end, it  presents  of the disadvantages of online shopping and  put forward some suggestions to  the parties involved in  it. 
Chapter 2 Literature Review
2.1 Definition of online shopping. Online shopping is a  form of  electronic  commerce which allows consumers to  buy goods or service  from a seller  directly  over the Internet through  a web browser. Alternative names are: e-web-store, e-shop, e-store, Internet shop, web-shop, web-store, online  store, online storefront and virtual store. Mobile commerce describes purchasing from an online retailer's mobile optimized online site or app.  An online shop evokes a bricks-and-mortar  retailer or shopping center; the process is called business-to-consumer (B2C) online shopping. In the case where a business buys from another business, the process is called business-to-business (B2B) online shopping. The largest of these online retailing corporations are Alibaba, Amazon.com and eBay  (Ye, 2001).
2.2 Definition of motivation Motivation is a theoretical construct used to explain behavior. It represents the reasons for people's actions, desires, and needs. Motivation can also be defined as one's direction to behavior, or what causes a person to want to repeat a behavior and vice versa (Cheng, 2003). A motive is what prompts the person to act in a certain way, or at least develop an inclination  for specific behavior.  According to Maehr and Meyer, "Motivation is a word that is part of the popular culture as few other psychological concepts are."