Shopping Behavior Research Network Media Cultural Perspective

With the development of Internet technology in21st century, it involves a varietyof areas in contemporary society. With the emergence of new media technology,another consumption pattern, the online shopping has appeared. The online shoppinghas become an entirely new way of consumption in the present. Due to the fast paceof life and the diversity of network technology applying, this consumption way usingthe internet to choose and buy goods get the favor of the whole society, especially theyouth groups, and it began to expand rapidly in a short period of time. Onlineshopping is now the most popular way of shopping. The diversity of content and thecharacteristics of the internet can make more resources circulate conveniently, a lot ofgoods can’t buy in real life but they can be found online. The popularity of onlineshopping boom is not only attracting more and more people of different levels, theeconomic benefits of multiple channels of commodities circulation but also continuesto increase. According to the data of the2012Chinese online shopping marketresearch report, in all of2012, the amount of China’s online shopping markettransaction has reached1.2594trillion Yuan，and this is unprecedented. Relying on theInternet platform of new things, online shopping consumption has their own stage ofdevelopment and prospect, and it has also attracted many researchers’ attention. Inview of the consumers’ behaviors in online shopping, there have been many relateddiscussions, and there are a lot of valuable research achievements and influences. Butmost of online shopping research are focused on the angle of economics, analyticabout social and economic impact caused by online shopping and changes of thetraditional commodity marketing strategy; apart from, some researches set his sightson consumers in order to find and investigate all kinds of trade disputes because ofonline shopping, from the perspective of consumers’ rights to explore the existedvulnerability and lack of relevant laws and regulations. Indeed, these aspects of theresearch content and results have huge significant values, however, the author foundthat there are few researches about social cultural phenomenon and the problem as aresult of online shopping nowadays. Since the internet is a kind of new mediaplatform, the online shopping phenomenon inevitably derived some new socialinternet culture. From the perspective of media culture phenomenon of onlineshopping, it can be thought and analyzed further and deeply. We can analyze theimpact of the new media culture because of the online shopping. As the internetinvolves many fields, these problems, such as what kind of influence in this category of online shopping consumer behavior have, become the center of understanding andgrasp in this thesis.This article sets out from various angles, in order to explore the online shoppingof media culture as the key point, it is based on sociology, media economics,management, psychology and communication studies, and it analyzes the onlineshopping,this new consumption style and behavior,from multiple perspectives. Thearticle is based on cultural perspective, analyzing its causes, characteristics andinfluence. In addition, it combs and supplies the existing relevant research results,hoping it can attract more attention and discussion through my own research.