Experimental Design
Our survey structure is mainly divided into three parts, which are: questionnaire survey on online shopping differences among college students, specific influencing factors and relevant suggestions of questionnaire survey, and basic influencing factors of questionnaire research.
First of all, the questionnaire investigates the differences of online shopping among college students, that is, what are the dependent variables, such as online shopping frequency, categories of goods purchased, product differences, online shopping cost, and delivery time of goods. At the same time, we investigate students' preferences and opinions on online shopping, as well as the reasons, and investigate possible problems in the provision of materials by schools, such as choosing online shopping because of the poor quality, high price and incomplete variety of goods provided by schools, so as to provide suggestions for schools.
Secondly, Secondly, questionnaire surveys specific influencing factors, namely independent variables, and relevant suggestions, such as online duration, online content and its impact on online shopping, promotion methods, payment methods, online shopping platforms, and obstacles encountered in online shopping. Among them, the time spent online can be regression analyzed with the frequency and expense of online shopping, paying attention to whether the time spent affects the frequency and expense, but it is necessary to control the grade variables in the analysis, because the length of time spent online may be related to the homework tasks of different grades.
When studying online content and its impact on online shopping, we focus on investigating whether the types of content that students pay attention to on the Internet are significantly related to the types and differences of goods purchased, that is, whether the impact of Internet content will affect students' online shopping behavior decisions. In this part, it is necessary to control factors such as hometown, tuition fees, and living expenses, because students who pay attention to finance and economics may have relevant families and relatively superior living conditions.
In terms of the promotion method, we investigated which promotion method would attract students' consumption more, so as to make suggestions for the merchant platform. However, gender variables need to be controlled, and the preferences between different genders are different, and the impact of promotion methods is also different.
In terms of payment method and online shopping platform, we pay attention to whether the choice of payment method and online shopping platform is related to the difference of students' online shopping, that is, which payment method and online shopping platform have the largest number of students and which payment method and online shopping platform have the highest consumption level. Gender variables should also be controlled here. For example, female consumers on Tmall account for the majority.
And in terms of the obstacles encountered in online shopping, we directly obtain the evaluation of the respondents and get the most direct and effective advice on the above influencing factors. This is because after investigating the above influencing factors, the advice given is also likely to be related to these factors.
Finally, the questionnaire studies the factors affecting the basic situation, such as gender, grade, hometown, tuition fees and living expenses. Here, the important questions to ask are scholarships, school allowances and hometown government allowances, so as to rule out the abnormal possibility that high tuition fees and low living expenses but high scholarships or subsidies lead to high levels of online shopping. This part is mainly the variables that need to be controlled when exploring the main influencing factors, and can also be studied as independent variables.