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90后大学生群体已成为当前最具消费潜力的群体之一,企业也愈加重视对90后大学生的品牌传播。本研究采用了问卷调查、焦点小组等研究方法从大学生的网络使用情况、购物习惯、品牌态度等多个角度对两岸百余所高校的90后大学生群体进行了调查。希望通过多角度的研究还原该群体的真实面貌,反映群体特征,解读群体消费趋势。本篇着重探讨两岸学生网购时所呈现的共性及其不同的特点。
After 90 groups of college students have become one of the groups with the most potential for consumer spending, businesses are also increasing emphasis on the spread of brand after 90 college students. In this study, questionnaires and focus groups were used to investigate the post-90s college students from more than one hundred colleges and universities in China from the aspects of college students’ network usage, shopping habits and brand attitude. Hope that through a multi-angle study to restore the true face of the group, reflecting the characteristics of groups, reading group consumption trends. This article focuses on the commonalities and different characteristics of cross-strait students when they purchase online.