A empirical study on influencing factors to college students´ online shopping

Although the purchasing power is not high, the psychological characteristics of university students, who are the main of online shopping, is worth studying. the feature of Students is that pursuiting individuality, autonomy and convenience.We found that, compared to the average consumer, college students have broaden vision, information-rich and high cultural level. They can contact firstly, understand emerging things, have a strong curiosity and psychological exploring. college students generally do not care about online shopping risk.