CAJ | 학술논문

　　为提升当代大学生网络购物意愿，促进网络营销和电子商务的发展，本文在对当代大学生网络购物行为进行调研的基础上，运用 SPSS17．0统计软件对相关问卷数据进行分析，探索网络购物的信任程度、网上购买商品的可靠性、价格优惠程度、网络购物付款的安全性等相关因素对当代大学生网络购物意愿的影响程度，并根据这些影响因素提出提升当代大学生网络购物意愿的建议。
　　위제승당대대학생망락구물의원，촉진망락영소화전자상무적발전，본문재대당대대학생망락구물행위진행조연적기출상，운용 SPSS17．0통계연건대상관문권수거진행분석，탐색망락구물적신임정도、망상구매상품적가고성、개격우혜정도、망락구물부관적안전성등상관인소대당대대학생망락구물의원적영향정도，병근거저사영향인소제출제승당대대학생망락구물의원적건의。
In this paper ,the influence factors on the contemporary college students'online shopping in-tentions and the different influences of these factors are analyzed on the basis of investigation and re-search into their online shopping behaviors ,exploring some related elements like trust degree ,reliabili-ty ,discount ,payment safety etc .which affect the willingness for college students .Finally some sug-gestions are put forwards to promote their online shopping intentions .