“国货意识”对大学生网络消费的影响研究
Study on the Influence of “National Goods Awareness” on College Students’ Online Consumption

本研究旨在探讨电商消费时代，国货意识对大学生购买意愿的影响。通过对大学生群体的调查和分析，结果显示国货意识与大学生的购买意愿之间存在显著的正相关关系。在此基础上，对国货意识进行了爱国主义情感、客观效用评价、纵横比较三个维度的拆解，进一步探析各个因素对购买意愿的影响，最后根据分析结果构建加强爱国主义教育、加强国货品牌宣传推广、注重国货品牌品质创新三措并举的优化路径。
This study aims to explore the influence of national goods awareness on college students’ purchase intention in the era of e-commerce consumption. Through the survey and analysis of the college student group, the results show that there is a significant positive correlation between the awareness of national goods and the purchase intention of college students. On this basis, the consciousness of national goods is disassembled in three dimensions: patriotism emotion, objective utility evaluation, and vertical and horizontal comparison, further exploring the influence of each factor on the purchase intention, and finally constructing the optimization path of strengthening patriotism education, strengthening the publicity and promotion of national brands, and focusing on the innovation of the quality of national brands in accordance with the results of the analysis.