The Study Of The Way Of Internet Interest-related Group On Impact Of The Members' Consumption Behavior

Mainly through fieldwork and case interviews, this qualitative and exploratory research strive to grasp Internet Interest-related Group in what way to influence the members of consumer behavior. Describing the characteristic of the group, the author trys to induce the way of the internet society on impact of people's behavior and consume society on impact of consumer behavior and desire for consumption .The author takes a fan of tabletennis equipment for example, describing the phases of him from a general table tennis enthusiasts to a fan of tabletennis equipment ,and induces his consumption behavior and concept .Through the study of the interaction and posts of jingying tabletennies forum, we found the way the Internet Interest-related Group on impact of members consumption behavior——setting values of group, text and images suggest ,the reward of members and group, stroke dissident and offline experiences .Comparing with the general Interest-related Group ,we found ,the way the Internet Interest-related Group on impact of members has the following characteristics——higher members control, A bigger impact of members, consumer self-identity to reshape the more powerful, bigger reference group selection degree .At last, the author discussed the impact of internet on people and the consume society reshape the concept and behavior of individual.