Study on Consumption Behavior of Campus Student in E-commerce Models under Big Data

Abstract

The emergence of e-commerce models has led to changes in the consumption behavior of college students. This article aims to analyze the consumption characteristics of college students and the factors influencing their behavior. Additionally, it provides suggestions for leveraging potential demand and implementing targeted marketing in the e-commerce model. The development of the e-commerce model has resulted in college students exhibiting intelligent, e-commerce-oriented, trend-sensitive, rational, and strongly directed consumer behaviors. Their consumption behavior also demonstrates significant gender characteristics. The factors that influence their consumer behavior can be categorized into consumption desires and the consumption atmosphere, information resources, personal factors, the influence of e-commerce live broadcasts on consumer desires, the online consumption environment, and the marketing methods employed by merchants. In conclusion, the following five suggestions are proposed for merchants seeking to market to college students: Increase the willingness of male college students to make purchases, Enhance the loyalty of female college students, Target student users specifically, Build campus communities, Optimize e-commerce platforms.