摘要：  近年来，随着经济和社会的进步,互联网的普及，电子商务开始逐渐影响人们的生活。网络购物是电子商务的一部分，作为一种新兴的购物方式，它给人们带来了快捷、方便和高效。众所周知，大学生作为一个特殊的群体，对新事物更容易接受，但同时凸显出来的问题会更明显。本文研究当代大学生的消费心理以及大学生消费存在的问题，并从调查问卷中分析电子商务下的大学生网络购物中显现出的心理倾向，从而找到企业应对电子商务下的大学生的对策，让他们重新认识网络购物，从而感受到网络的好处和方便。

关键词：电子商务  大学生  消费心理  

Abstract：  In recent years, with the progress of economy and society, the popularity of the Internet, e-commerce gradually began to influence people's life. Internet shopping is part of the e-business, as a new way of shopping it brings up fast, convenient and efficient. As is known to all, college students as a special group, the new things easier to accept, but also highlights the questions will be more apparent. This paper studies the contemporary university students' consumption psychology and consumption, and the problems in from questionnaire analysis of the electronic commerce network shopping in college students' psychological tendency, so as to find enterprise to electronic commerce of the college students under countermeasures, let them to recognize the network shopping can feel the benefits of network and convenient.

Keywords: electronic commerce college students' consumption psychology