近年來直銷業有效降低成本以提升獲利，除積極引入新的行銷模式外，並運用網路購物、電視購物或型錄會員購物等結合資訊科技的行銷模式，以作為降低成本、提高利潤之主要手段，藉以提升直銷業本身的競爭力。本文乃從未來消費主體之大學生在直銷購物行為模式加以分析，並考量直銷型態在整體商品流通體系中的發展定位，透過統計分析方法以獲致現今大學生的購物偏好取向，期以提供相關直銷業者在規劃提供相關商品服務時，能有效貼近消費者實際需求，並以差異化、客製化、即時化…等服務特性取得未來消費主力--大學生的青睞，從而直接提升直銷業服務品質與未來商機掌握。另本研究除分析各受訪者基本條件的分析外，並進一步探討不同受訪者看法之差異，在本研究結果中得到大學生個人變項在直銷購物滿意度有明顯差異，而此分析結果亦能提供相關直銷業者在擬定未來更加完整銷售策略研擬時重要的參考資訊。

In the recent year direct shopping businesses effective cost down the capital and improve the profit. These new kinds of business model decrease the cost of commission, inventory, goods management and storage. Such as Internet shopping, TV shopping and catalogue member shopping combines the usage of Information technology marketing model. Therefore, cost down the capital and increase the profit that makes t6he direct shopping become more competitive in the field.This article analyzed the direct shopping business consumer model for collage student the major group in the future and considers the development position for direct shopping in the whole goods circulate filed. According to the statistic analyzed we can know college student's shopping bias. In order to provide the related direct shopping business in planning and offering the service of related products. It is more effective of closes the reality demand of customer. Furthermore, the differentize, customize, instantize… the service characteristic to approach the future main buying force – the favor of college student. To direct promote the service quality of direct shopping business and the future business grasp.This research is analyzing the basis conditions of interviewee. Furthermore, to probe into the concept discrepancy of interviewee. From the researching result, to discover the difference of college student in satisfaction of direct shopping. Nevertheless. The researching result also provides direct shopping business an intact selling tactics and indicator for the future plan and stratagem.