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目前,我国网民中网络购物行为已经非常普及,但不同性别、学历、职业、收入水平的人群在网络购物上的参与度、消费结构存在诸多差异。研究着重从网络购物的个人主体——网民出发,基于大规模在线问卷调查获得的数据,对参与网络购物的网民特征、网民网络购物的结构以及网民所认为的网络购物的优势与隐患等问题进行分析。
At present, the online shopping behavior of Internet users in China has become very popular. However, there are many differences in the online shopping participation and consumption structure for people of different genders, qualifications, occupations and income levels. Based on the data obtained from large-scale online questionnaires, the study focuses on the characteristics of Internet users participating in online shopping, the structure of online shopping by netizens, and the advantages and disadvantages of online shopping as perceived by Internet users analysis.