The Consumption Alienation And Its Rational Return Under The Background Of E-commerce

Consumption is along with the development of human society and produce a reasonable social phenomenon. Consumption is the basic human survival and development after resolved to form a basic understanding of the consumer.Different social consumption idea is different.With the advancing of the society, the enrichment of material life, consumption idea will change accordingly.As capitalism is a blend of modern science and technology, in the later centuries, consumption patterns by simple life to luxury consumption, the current consumption to overspend.In recent years, with the rapid development of economy, the consumption level of residents in our country has increased dramatically,Consumption is becoming more and more important in the social economic and cultural life.At the same time, the western consumption concept and consumption patterns with the tide of the market economy also poured into China, constantly pounding people the original values and consumption concept.With the rapid development of China’s e-commerce, e-commerce mode of network consumption become the important factor of fuel consumption alienation, major consumer web sites sprang up in succession.Network trade because of its convenience and choice of diversity, attracted numerous net friend to participate in the network consumption, consumption alienation in the field of electronic commerce. Consumption alienation is not only China’s current resource crisis and the deterioration of ecological environment, and more importantly, in the process of consumption alienation, consumption deviate from its ultimate purpose- to realize the overall development of man.In the consumption alienation, people didn’t really feel free, and no real harvest happiness, less in material wealth of consumer society obtain comprehensive free development.Consumer activity from man’s conscious consumption into instinctual. The consumption of people, is no longer has the ethical value.Opposite and consumption alienation, rational consumption become the inevitable called for under the background of consumption alienation.Rational consumption calls for a society to overcome the trend of the consumption alienation and disadvantages, and emphasizes the reasonable arrangement of social resources, scientific use of social resources, set up the correct consumption concept.