In recent years, college students have become the main force of purchasing snacks on Taobao. That’s why this paper takes college students as the research object. Adapt the purchasing behavior model of Taobao snacks consumers based on the Howard-Sheth model, and find out the factors that have the greatest impact on purchasing behavior among the variables contained in these dimensions. Including significant stimulus, symbolic stimulus, social stimulus and customer perceived value. This paper uses SPSS software to statistically analyse 235 valid questionnaires collected. The results show that: (1) Input variables have a significant positive impact on customer perceived value and purchasing behavior. (2) Customer perceived value has a significant positive impact and intermediary effect on purchasing behavior. Customer perceived value has the strongest impact and intermediary effect on purchasing behavior among customer perceived value and emotional value. (3) Social stimulation has the greatest impact on purchasing behavior among all input variables, and the most influential factor is personal value. (4) Price has the greatest impact on purchasing behavior among all significant stimuli. (5) Web advertising has the greatest impact on purchasing behavior among all symbolic stimuli. It is hoped that the research results will help Taobao snack merchants develop more effective marketing programs attract college student customers.

Wang Fangqingyun. The Analysis of Influential Factors of College Students' Purchasing Behaviors on Taobao Snacks. Academic Journal of Business & Management (2023) Vol. 5, Issue 1: 55-73. https://doi.org/10.25236/AJBM.2023.050110.

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