Abstract:

University students are the main participants of online shopping Based on the data collected from college students’ purchase experience in Dangdang, this paper, by using multiple regression analysis, analyzed the influencing factors of college students’ network purchase behavior, including the speed of website information feedback, website satisfaction, trust, purchase intention and attitude The research showed that the speed of website information feedback, website satisfaction, trust, purchase intent had significantly positive effect on university students’ network purchase behavior The results had a certain reference value for e-commerce website construction

Key words: university students, online shopping behavior, multiple regression, influencing factors