Research On The Fragmentation Trend Of Network Consumption In The Transition Of Space-time

With the development of information technology and Internet technology,various consumer platforms have emerged relying on the Internet.People can not only conduct convenient transactions through smart phones,but also improve the transportation and logistics industry,which promotes the development of network consumption in depth.Different from other scholars' research on network consumption from cultural background and social structure,based on the actual life,this study explored the online consumer behavior,consumption patterns and consumption characteristics of online Mini consumer product(KTV)combined with online and offline products based on research data,and through in-depth analysis of their consumption behavior,consumption patterns and consumption characteristics,and so on.Based on the survey data,this study explored the consumption behavior,consumption patterns and consumption characteristics of online consumption of online WeChat.This paper studies and analyses the fragmentation trend of the development of network consumption with Weixin Delivery and Mini KTV as specific cases,and further analyses the internal logic behind this consumption trend from the perspective of space-time change.Firstly,with the rise of network society in China,network consumption can be divided into online space and offline space according to the difference between online and offline;according to the difference of space,it can be divided into online space and local space.On the basis of different space,this paper compares the differences between traditional consumption or early network consumption and current network consumption,and concludes that current network consumption has the characteristics of individualization of consumer subject,complexity of consumer demand,diversification and simplification of consumer object.These characteristics complement each other and merge with each other,presenting the trend of consumption fragmentation.That is,the fragmentation of the main body of network consumption,the fragmentation of the object of network consumption and the fragmentation of the network consumption environment.Secondly,the breakthrough point of this study is"mini KTV,consumption,which combines on-line and off-line space with Wechat Friendship Circle,which has obvious characteristics of online consumption fragmentation.Through on-the-spot interviews,semi-structured interviews on the Internet,together with the interactive information about purchasing goods between the consumers and the buyers in Weixin's circle of friends,and on the basis of the research materials of"mini KTV" on the business model and consumer's consumption experience,this paper concretely analyses the characteristics of Weixin's purchasing on behalf of consumers,and explores the traditional purchasing on behalf of consumers and the current network.The difference of Weixin's consumption mode in network space.It also studies the trend of consumer fragmentation reflected by the main consumption characteristics of Weixin,such as convenience,trustworthiness,conformity and lack of security.This paper also analyses the consumption mode and behavior of "mini KTV",in local space,and compares the differences between traditional KTV and"mini KTV" in offline cyberspace in consumer consumption mode and business operation mode.The characteristics of"mini KTWV"such as time arbitrariness,space flexibility,self-help concealment and social consumption are summarized and analyzed.Finally,on the basis of the research on the concrete manifestation of the development of network consumption fragmentation(Weixin Delivery and Mini KTV),the internal logic of the trend of network consumption fragmentation is discussed in detail from the perspective of the integration and complementation of space-time compression and space-time expansion theory,as well as the different levels of the real life merchants and consumers.Through the combination of theory and case analysis,we carn specifically reveal the development mode and broad development prospects of Internet products such as"Internet ?',and"social interaction".The space-time expansion of network consumption brings about the fragmentation of consumption.At the same time,facing the development status of fragmentation of network consumption,how to seize the opportunity of network consumption and how to solve the difficult problems in the combination of space-time expansion and space-time compression are the challenges that China's network economic development needs to face.