Influence of the Information Asymmetry on the College Students' Network Green-Consumption Behavior in Yangtze Delta Region

Wen Li; Yu Shuang Lou

doi:10.4028/www.scientific.net/AMR.962-965.2972

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HomeAdvanced Materials ResearchAdvanced Materials Research Vols. 962-965Influence of the Information Asymmetry on the...

Influence of the Information Asymmetry on the College Students' Network Green-Consumption Behavior in Yangtze Delta Region

Abstract:

The network provides a convenient platform for the information communication, but to some extent, increases the information asymmetric of the network green-consumption. Based on the theory of information asymmetric and the behavior of the network green-consumption, the characteristics of college students' network green-consumption behavior in the Yangtze delta region are researched, and the hypothesis model is put forward of the influence factor of the information asymmetry. The on-the-spot investigation is carried on based on the Yangtze delta region of college students' network green-consumption. Based on the data collection, sorting and analysis, the assumed conclusions of the model are verified. A series of measures are put forward such as establishing a college student consumers union, raising herd consumer behavior consciousness and following the consumption behavior of the brand.

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Periodical:

Advanced Materials Research (Volumes 962-965)

Pages:

2972-2979

DOI:

https://doi.org/10.4028/www.scientific.net/AMR.962-965.2972

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Online since:

June 2014

Authors:

Wen Li, Yu Shuang Lou

Keywords:

Information Asymmetry, Network Green-Consumption, SEM, Yangtze Delta Region

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References

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