Abstract
With the continuous development of the internet, online shopping has become a very important part of people’s daily life. The main features of online shopping include free time arrangement, lower shopping costs, flexible shopping space, etc. Online shopping group of college students is a complex of target oriented consumers and experiential consumers. Therefore, online shopping group of college students has its special shopping characteristics and consumption patterns. The analysis on the characteristics and influencing factors of college students’ online shopping is helpful to the network marketing companies to develop marketing strategies.
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