From Clicks to Carts: Analyzing the Dynamics of China College Students’ Online Consumption Behaviour

This paper investigates the consumption behaviour of college students in the Internet era, focusing on the multifaceted influences of digital engagement on their purchasing decisions. Through a comprehensive analysis of the ease of accessing information, the pervasive influence of social media, the utilization of e-commerce platforms, exposure to online advertising, and the personalization of online offers, this study seeks to elucidate the complexities of contemporary consumption patterns among college students (Liu and Loang, 2023). The conceptual framework employed integrates these independent variables, highlighting the mediating role of perceived value of online purchases and the moderating influence of digital literacy. By examining the interplay between these factors, this research contributes to a deeper understanding of the evolving nature of college students’ consumption behaviour in the digital age. Ultimately, insights garnered from this study can inform strategies aimed at optimizing consumption experiences and promoting responsible consumption habits among college students.