摘要:互联网的飞速发展不仅改变着人们的工作、学习及娱乐方式，与日常生活息息相关的购物方式也日渐受到影响，越来越多的消费者开始选择通过网络进行购物消费。在传统经济低迷的同时，可以发现网络经济的价值在不断凸显。大学生因其所受的教育、所处的校园环境以及该年龄段的特殊心理特征等，使他们有自己特有的消费心理和消费行为习惯。特别是在网络经济迅猛发展的情势下，通过相关的研究分析可以认识大学生群体乃至整个社会的消费趋势及他们对网络消费的态度，这也有利于政府和企业制定相关的政策和措施。本文以重庆大学城大学生为例通过阅读文献资料及通过《重庆大学城大学生网络消费行为调查表》对大学城各高校学生进行抽样调查研究，通过分析了解大学生网络消费的现状、特征及趋势，可以发现其中存在的问题并提出适当的建议。

关键词：网络消费行为  大学生  重庆大学城

Abstract:The rapid development of the Internet has not only changed the way people work, learn and play, closely related to the daily life of shopping has also been affected, more and more consumers are starting to select through the network of shopping and spending. In the traditional economic downturn at the same time, you can see that continues to highlight the value of the network economy. College students because of their education, the campus environment and the particular psychological characteristics of age, so that they have their own unique consumer psychology and consumer behavior. Particularly in situations of rapid development of the Internet economy, through relevant research and analysis you can meet students ' groups and society as a whole and their attitude toward consumer consumption trends, it also helps Governments and businesses to develop relevant policies and measures. This University City of Chongqing college students, for example by reading the reports and the adoption of the network consumption behavior of college students of Chongqing university town of questionnaire for the study on a sample of students in colleges and universities of the University City, through analysis about network status, features and tendency of consumption of college students, you can see which existing problems and to make appropriate recommendations.

Keywords：Behavior Of Internet Consumption；College Students；Chongqing University City