Network Consumption And Its Influencing Factors

Network consumption refers to a process that consumers use all internets to meet their own needs. Internet provide a technical basis for residents on the network to consume, the cost down of trade cost brought by the computer network, is the root cause of the rise of the network consumptions, and thatthe convenience of the network is the direct reason of the rise of the network consumption. The rise of network consumption has a huge influence on society, such as the stimulation by information industry to the national economy, network consumption promoting the upgrade of consumption structure, thereby optimizing the economic development, enhancing economic efficiency, enriching people's lives. The data of China Internet Network Information Center show that China's network consumers have increased from 22.50 million in 2000 to 384 million in 2009. In recent years, the number of Chinese online consumers has increased steadily, which shows that the potential strength of network consumption is powerful. In network consumption, online games, online shopping, blog, instant messaging, online education, network financial, digital magazines and so on show a great potential for development. However, network consumption of China start lately compared with other countries in the world, and exist many problems, such as network consumption risk, credit problems, the quality of consumers being not that high, low income levels of consumers and a range of social problems, such as hackers, network management being not norms, which are impeding the further development of China's Internet consumption.In this paper, we use the basic principles and basic analytical tools of Economics and Management to study the main factors which influence the network consumption. First, by the inducing the boom status of network consumer's spending which influenced by the rise of the network, introduce the theme; Secondly, analysis the concept, characteristics, types and factors of network consumption from the perspective of theory, and focus on the consumer behavior theory and its application and development on the research of network consumption; Thirdly, outlines an overview of the development of China's network consumption, analysis the status of network consumption from China's network consumption subject and network infrastructure; Finally, through further theoretical analysis, set up our country's network consumption factor model, and use the annual consumption data in 1997-2009 for the samples tested and the results analysis.According to the results of theoretical analysis and empirical test, we obtained the following conclusions:①at this stage in the development of China's network consumption, the consumer's development level and network infrastructure level in China has a significant influence on network consumption.②According to the theoretical analysis to the factors which influence China's network consumption, set up econometric models, and adopt actual data to test, verify that residence per capita income, the time of network users per week and the sum of computer online have influence on network consumption, and base on these conclusions to relevant policy recommendations. However, due to the network consumption theory is not yet ripe, the network commercial and legal mechanisms for consumer protection are in constant change and development among the factors which affect the network consumption may continue to change along with the development. This study is only carried out some preliminary exploration, the future research needs to improve the network from a wider consumption theoretical system, and further use a larger sample and the dimensions of network consumption to do the theoretical and empirical study.