Research On The Alienation Of China’s Online Consumption

Since1990s, Internet has started its application in commerce and has had a greatinfluence on modern economic activities. Under this situation, the social structure hasundergone a series of changes. Relying on the wonderful network, the developing traceof people’s life is rapidly changing. Internet penetrates into the traditional consumption,gradually developing into the blooming network consumption. As a new way ofconsumption, online consumption has become one of the major forms of people’sconsumption in our country.In this paper, the author discusses contemporary online consumption theoriesfirstly, which mainly discusses the concept and characteristics of online consumption. Itpoints out that online consumption means a kind of behavior and process, in whichconsumers take use of network technology to purchase goods. Meanwhile, it suggeststhat online consumption has six major characteristics: convenience, increasing utility,fusion of production and consumption, low cost, multiple options of consumption,"pulling style" of consumption. Secondly, it discusses the related theory of consumptionalienation, laying the theoretical foundation for the analysis of network consumptionalienation; thirdly, according to the current situation of China’s online consumption, itanalyzes the phenomenon of alienation and causes of our country’s networkconsumption in-depth. It points out the adverse consequences of online consumptionalienation; finally, in view of the disadvantages of online consumption alienation, itsuggestively puts forward the path to solve the online consumption alienation.Combined with the theory of consumption alienation, this paper analyzes the online consumption alienation phenomenon and puts forward countermeasures of onlineconsumption alienation, thus to provide theoretical support to promote the sounddevelopment of China’s online consumption.