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As online shopping becomes more and more convenient today, people's online shopping consumption is increasing rapidly. As one of the most dynamic groups, today's college students' online shopping frequency is not high. However, behind the increasing desire for shopping, what reasons stimulate the consumption of college students and whether the consumption of college students is rational enough have aroused people's attention. This paper will discuss the factors that affect college students' shopping behavior and give some opinions.doi:10.54691/bcpbm.v34i.3209 fatcat:ehhdqckhvnfj7erkxfv7prm5xq