Digital Consumer Behavior And Trend Analysis In China

The number of Internet users in China is increasing rapidly with the popularization and application of Internet,the development of mobile Internet and mobile terminals.Internet users take a variety of activities through the network,such as economic,life,communication,information collection and so on.The role of the Internet in production and life is increasingly important.People consume on internet to meet their own material and spiritual needs.People take all kinds of activities,both physical and spiritual aspects;both the monetary level,but also non-monetized;both tangible product consumption,and intangible services.These expenses include online activities,video,audio,information,purchase,cyber space use and display,etc.This consumption collectively referred to as "digital consumption",with the information technology revolution and the popularity of the Internet,the scope and variety of digital consumption increasing.Digital consumption is the emerging form of consumption under the network economy.This model has many advantages and has many differences with the traditional consumption.The characteristics of digital consumption and its inherent network of the law,contributed to the vigorous development of digital consumption.On the basis of the definition and characteristics of digital consumption,this paper further expounds the present situation and existing problems of digital consumption in China,and makes a brief exposition of the future development trend of China's digital consumption from the theoretical level.On the basis of theoretical analysis and realistic description of China's digital consumption,this paper analyzes the digital consumption in China in Chapter 4.The analysis of China's digital consumer behavior is divided into two parts,one part is the digital consumer behavior of the macro aspects of analysis,another part of the micro-analysis.In terms of macro,this paper mainly studies the impact of Chinese residents' income,education level and Internet penetration rate on the consumption of digital consumers.This part first establishes the model and explains the setting of the variables.Secondly,the regression analysis method is used to analyze the model.Finally,the regression equation is obtained.On the micro perspective,this paper is based on the planned behavior theory and technology acceptance model.Firstly,it constructs the influence model of digital consumer's willingness to consume.After theoretical analysis,it is concluded that the digital consumer behavior of digital consumers depends on the perceived usefulness,perceived ease-of-use and subjective criterion and perceived behavior control of digital consumer,and the questionnaire is designed for each variable,and the questionnaires are distributed and collected.Finally,the questionnaire data are collected and analyzed,and the influencing factors and influencing factors of digital consumer behavior in China are obtained consumers' willingness to consume.Finally,this paper draws the following conclusions:(1)the level of income,education level and the level of Internet construction can promote digital consumption.(2)Both men and women believe that digital consumption to optimize their own lives,but men are more likely to accept the use of digital consumption than women.(3)Digital consumer behavior has three paths: consumer speculative speculation led to its digital consumption;consumer awareness of the ease of use of digital consumption and perceived usefulness together led to the emergence of digital consumer behavior;the consumer's subjective speculation acts on the perceived usefulness of the consumer,resulting in the generation of digital consumer behavior.Although the results of the analysis at the theoretical level of chapter 3 and the empirical analysis of chapter 4 show that the digital consumption outlook is promising.But there is no doubt that,as a new thing,in the development process will inevitably face a variety of problems.Digital networking processes have created digital rights issues;With the digital consumer behavior one after another,the digital heritage problem will also be highlighted;the increasing proportion of non-monetary consumption of digital consumption will have a huge impact on the current production and consumption,and the economic theory will also have some challenges.This article in the fifth chapter of this systematically described and analyzed.