近年来，网络购物发展迅速，互联网作为一种新的购物渠道出现，虽然有很多优势，但是目前在中国发展，尤其是在高校中发展还比较缓慢。其中一个主要原因是大多高校数消费者很难接受这种新型的购物方式，对网上购物缺乏信任。为了深入分析这一问题，了解消费者的网上购买行为，为高校网络营销商提供有针对性地研究建议。本文从创新扩散的角度，通过实证分析研究高校网络消费者采用网上购物的过程，即从兴趣的产生，搜集信息，到试用，评价，最后采用的一系列采用阶段，以及在这个过程中，哪些个人特征会影响到他们的评价与选择。 研究发现，大多数的高校学生都对网上购物感兴趣，并且都会主动去搜寻过网上购物的信息，此外，大部分学生都尝试过网上购物，且仍有意愿在网上进行购物。对网上购物的现有顾客和潜在顾客相比较，潜在顾客对网上购物评价更高，但现有顾客未来购买倾向也更强，两者均对售后服务担心，且潜在顾客对售后服务担心程度更高。研究还发现，可支配收入越高的人，尝试网上购物的可能性越大。现有顾客采用倾向受其上网时间、网络涉入以及总体评价的影响。根据以上研究结果，本文在最后对网上销售商提出了影响建议以作为本研究所得的结论的应用。

Nowadays, with the development of the online shopping, the internet gradually becomes a new shopping way. Although it has many advantages,it still develops slowly in China.One of its reasons is that most college students cannot accept this new way of shopping due to lacking trust of the shop owner online. To analyze this phenomenon deeply, and explain the online shopping behavior of customers and giving suggestions for online marketers, this study mainly focuses on the shopping process of college students that is from the interests, collecting information, trial period, giving assessment and finally adopting period. Study shows that most college students are interested in shopping online and they are willing to searching information online. Moreover, most students have the experiences of shopping online. Moreover, with the comparison of the current customers and potential customers, the potential customers give higher assessment of online shopping but the current customers are more inclined to shopping online. Both of them are worried about the after-sale service. The study also shows that people with higher income are more willing to go shopping online. The inclinations of the current customers are influenced by their online time, online involvement and on-the-whole assessment. According to the result of study, this paper gives suggestions as the conclusions.