Digital Divide Of The Onlineconsumption

This article aims to study the basic situation of the urban residents’ network consumption as well as the digital divide phenomenon which exist within the online consumption, and tries to explain the nature of sociology instructions according to consumer tastes distinctions and digital inequality.Content framework of the study is mainly composed of the following parts: Firstly, describing the network consumption status of the urban online consumer; secondly, discussing the presence of three digital divide that exist or not within the network consumer groups; then, combing out influencing factors that affect urban residents’ network consumption and analyzing correlation relationship between influencing factors and indicators of the digital divide; Finally, basing on the knowledge of sociology and online consumption stratification to get more in-depth understanding of social inequality. Moreover, in the paper, consumption stratification is definite by these aspects, namely: network consumption, overseas shopping and sharing the online consumption information. And the indicators of the digital divide can be listed as age, living place, education, income state, online spending and frequency.Analysis concluded that the network urban consumer groups exist digital divide. Different-economic levels and living areas of the online consumer will affect network consumption; Online consumers’ educational background and network use would influence their overseas shopping behavior, and overseas shopping behavior is the representation that layering Internet consumption groups on the basis of the taste consumption distinction;According to existing social inequalities, the community which shares online shopping information and network consumption experience will be distinguished communicators and recipients, the group that presents higher educational level and holds more overseas shopping opportunities is more likely to be those who show initiative and hand stronger speaking power to rebuild and character the groups by network.The study will help to understand more digital inequality expression, and provide new research ideas to discuss the digital divide. The paper reflects the consumptive characteristics of existing social networks, as well as intensified factual social inequality influenced by both digital inequality and social inequality.