中文摘要：

目的 本研究应用服务场景理论探讨了大学生网购服务场景构建的影响因素。方法 以一个整合的视角,从网店因素、平台因素、从众心理和服务质量四个方面构建了大学生网购服务场景模型,并选取了300名不同地区的大学生进行问卷调查。结果 服务质量,尤其是售后服务质量对于大学生网购行为影响最大,其次是平台服务系统功能稳定性和现实从众心理。结论 电商企业在构建以面向大学生或青年消费者为主要对象的网购服务场景时,应着重注意提高售后服务质量,提升网购平台的稳定性,鼓励大学生买家将商品推荐给其他消费者。

英文摘要：

Objective This study based on the theory of servicescape to study the influencing factors which influence the college students＇online shopping servicecape. Methods The component model of e - serviceseape was built by four aspects：online stores, platform, herd mentality and service＇s quality in an integrated perspective and 300 college students were selected to fill the questionnaire. Results After - sales service＇s quality is the most important factor followed by the stability of platform service system function and a herd mentality in a real world. Conclusion This suggests that the electric business enterprise should improve their service＇s quality and the stability of the online shopping platform when build e -servicescapes for college students,besides encourage students recommend their products to others.