A Statistical Study on Online Consumption of College Students During the "Double Eleven" Shopping Festival

Abstract

In recent years, with the rapid development of the internet, the "Double Eleven" shopping festival has become a pivotal consumption node in China's e-commerce market. As an emerging force in online shopping, college students exhibit unique consumption behaviors worthy of in-depth research. This study focuses on students from Beijing City University, employing questionnaire surveys to analyze their online consumption behaviors and influencing factors during the 2023 "Double Eleven" period. The findings reveal a polarized distribution of consumption amounts among college students, with significant gender differences. Female students, more susceptible to promotional atmospheres and social influences, generally spend more than their male counterparts, favoring socially oriented products such as cosmetics and apparel. In contrast, male students lean toward utilitarian consumption, focusing on functional goods like electronics and gaming products. Additionally, grade-level differences indicate that freshmen exhibit higher spending peaks, likely due to initial lifestyle establishment or weaker financial prudence, while upperclassmen show more rational consumption patterns, possibly influenced by academic pressures or increased savings awareness.