Analysis On Consumer Behavior Change And Its Reason Under The Background Of Internet

With the advance of "Internet +" program,the Internet is expanding to the life and production fields,integration of traditional industries and the Internet become more frequently,especially the speed of service industry to embrace the Internet,which causing significant changes in consumption.Consumption is one of the three carriages driving economic growth,it is necessary to study the changes in consumption in the Internet environment and the reasons for the change.By using the method of questionnaire survey,through the online electronic questionnaire,starting from the general path analysis of consumer behavior,investigate on the consumer behavior under the background of the Internet,the content involves four aspects:the basic characteristics of the respondents,residents'consumption of Internet environment,the influence factors of consumer behavior and the evaluation of the current consumption,the analysis is base on the micro survey data.Through descriptive statistical analysis method,combined with the basic characteristics of the survey,statistics and cross analysis of consumer preferences,the use of consumer equipment,consumer product categories,consumer information access ways,payment methods,etc.The conclusion shows that,in the Internet environment,the change of consumption is most evident for the rise of network consumption;online information search has become the principal source of shopping information;clothing and food are still the main component of consumption;the development of mobile intelligence and other Internet technology makes mobile phone consumption become the trend,meanwhile,changes the way of consumer payment,electronic payment usage exceeds cash payment;the increasing of residents'living standard makes the consumption idea change from price driven to quality oriented;while consumers are feeling the convenience of network consumption,the attention to its risk should be improved.In addition,by using the micro survey data to establish binary and multiple choice logit models,analysis the influence factors of consumption upgrade from four aspects:consumption level,consumer preferencem,consumer demand emphasis and attitude of Internet consumption,and the causes were divided into three types,individual factors,product factors and external environmental factors.Concretely,1)about the impact on the level of consumption,individual factor influence significantly to the basic characteristics,main performance for women,young,high earners,married people generally high level of consumption,and in the form of network approach to obtain information and installment payment of consumers have more probability of high consumption level,while effect of education degree on the consumption level is not significantthe;2)About the impact on consumer preferences,beside Individual characteristics differences which cause different consumer preference,individual psychological factors,product factors and external environment factors through the influence on consumer demand,indirectly affect consumer preferences,people who focus on the price and convenience of consumption prefer Internet consumption,and the other who focus on the quality and risk of consumption prefer store consumption;3)About the impact on consumer demand emphasis,individual factors in the performance of women,low earners,or unmarried people have more probablitity to conside price as the consumer demand emphasis,the influence caused by perception of consumer risk factors in the individual psychological factors is not obvious,beside the individual factors,others' evaluation which as the factors affecting product quality,has significant positive influence on the choice of quality attention,and the development of the Internet,transportation and modern logistics,the influence of external factors for convenience as consumption focus to consider is significantly lower;4)About the influence factors of online consumer attitude,due to the limitation of economy,family,children,etc.,male,low earners,married persons,people under age 20,or between 30 to 40,whose frequency of Internet consumption is relatively samll,have negative attitude towards Internet consumption conpare to other consumers,product quality and after-sales service,product information/species richness,such Internet consumption evaluation factors are proportional to the Internet consumption attitude,while product price is inversely proportional to it,convenience of online shopping and the speed of product distribution are not the main factors that affect the attitude towards Internet consumption.According to the new changes of consumption in the context of the Internet,to put forward recommendation about the innovation development of the service industry which is colsed linked with the consumption.In the consumer service industry,continue to increase the strength of intergration of colthing,catering,entertainment and other traditional industries with the Internet,at the same time,to actively promote health care,beauty,fitness and other industries to carry out the development of network market;in the information services industry,not only to achieve both the depth and breadth of information transmission,reduce the consumption gap caused by the difference of consumer information,but also to guarantee the authenticity of information,pay attention to the information service industry supervision;in the Internet financial service industry,to focus on the implementation of general consumer demand,to develop suitable financial products for different groups of consumer,to enhance the level of Internet financial services;in Internet service industry,should work along three lines,namely network enterpriseinspection and automatic control,consumer supervision,government supervision and control.