Analysis of College Students’ Online Consumption Behavior

With the rapid development of e-commerce today, the purchasing power of college students’ online consumption is constantly expanding and has become an important part of the consumer market. Therefore, studying college students as a consumer group is of great significance. This article adopts a quantitative survey research method to conduct empirical research on college students’ online consumption behavior. Then, combined with the data obtained from a questionnaire survey, statistical analysis is conducted to specifically describe the group characteristics and individual differences in college students’ online consumption behavior. Finally, corresponding online marketing strategies are proposed based on the problems existing in college students’ online consumption.