What does the concept of online consumption mean

Network consumption refers to the process of satisfying people's own needs by using the Internet as a tool.

The basic characteristics of the consumer market are as follows:

1.Non-profit. Consumers buy goods in order to obtain a certain use value.

Solve your own living consumption needs, rather than reselling for profit.

2.Non-professional. Consumers often lack professional product knowledge and market knowledge, and consumers are easily affected by merchants, manufacturers' publicity, service attitude and product quality when purchasing goods.

3.Hierarchical. Due to the different income levels of consumers and the different social classes they are in, the needs of consumers will show a certain hierarchy.

4.Generalized. The consumer market not only has a large number of buyers, but also a wide geographical distribution, from domestic to foreign, from urban to rural, consumers are everywhere.

5.Substitution. In the consumer market, except for a few goods that are irreplaceable, most goods can be found interchangeably used and substitutes. Therefore, the goods in the consumer market have strong substitution.

6.Epidemic. Consumer demand is not only affected by the internal factors of consumers, but also by external factors such as fashion, environment, values, etc., so the goods in the consumer market have a certain popularity.

3. All online consumer groups mainly have the following four characteristics: (1) Pay attention to yourself. (2) Cool-headed, good at rational analysis (3) Likes new things and has a strong desire for knowledge (4) Competitive but lacks patience.

From the characteristics of online consumer demand. Due to the emergence of Internet commerce, important changes are taking place in consumption concepts, consumption methods and the status of consumers, and the development of Internet commerce has promoted the improvement of consumers' sovereign status. The huge information processing capacity of the network marketing system provides an unprecedented choice space for consumers to choose goods, making consumers' purchase behavior more rational.

the return of individual consumption; differences in consumer demand; increased consumption initiative; The need for convenience of purchase coexists with the pursuit of shopping pleasure; ** Still an important factor influencing consumer psychology;

Consumption refers to the consumption of material wealth in order to meet the needs of production and life.

Consumption is an important link in the process of social reproduction, and it is also the final link. It refers to the process of using social products to meet people's various needs.

Consumption is further divided into production consumption and personal consumption. The former refers to the use and consumption of means of production and living labor in the production process of material materials. The latter refers to the behavior and process in which people use the material materials and spiritual products produced to meet the needs of personal life, and is "performing life functions outside the production process".

It is an indispensable condition for the restoration of people's labor force and the reproduction of labor force.

(1) the return of individual consumption; (2) the difference of consumer demand; (3) increased consumption initiative; (4) the demand for convenience of purchase and the pursuit of shopping pleasure coexist; (5) ** is still an important factor affecting consumer psychology; (6) online consumption is still hierarchical; (7) the needs of online consumers are cross-cutting; (8) the advance and inducibility of online consumer demand; (9) women predominate in online consumption; (10) The psychological stability of consumption is reduced, and the conversion speed is accelerated; (11) Declining brand loyalty.

Types of online consumers: simple, surfing, accessing, bargaining, regular, and sporty.

1. Simple customers need convenient and direct online shopping. They only spend 7 hours a month online, but they make half of the online transactions.

2. Surfing customers account for 8% of the Internet users who use it frequently, but they spend 32% of their time online, and they visit 4 times more web pages than other Internet users.

3. Access netizens are newcomers to the Internet, accounting for 36%, they rarely shop, but prefer to chat online and send free greeting cards.

4. The other 8% are bargainers, they have an instinct to buy cheap goods, and more than half of eBay** customers belong to this type, they like to bargain and have a strong desire to win in the transaction.

5. Regular and sporty Internet users are usually attracted by the best content. Regular netizens often access news and business**, while sporty netizens enjoy sports and entertainment**.

Online consumers refer to the group of consumers who consume and shop in the e-commerce market through the Internet.

With the rapid development of Internet technology, online consumption is becoming popular as a new way of consumption. The so-called online consumption, in a broad sense, refers to the direct or indirect use of the Internet to buy and sell goods or services, including the sum of all forms of consumption, including online shopping, online education, film and television, and online games.

Online consumption has increasingly developed into a fashionable way of consumption, not only because of its affordability and convenience of consumption, but also because of profound social psychological reasons.

Online consumption caters to the fast and noisy social lifestyle, implicitly fits the hedonistic consumption concept in the consumption era, meets the needs of individual identity, coincides with the return of personalized consumption, couples the needs of individual self-realization, and meets the psychological needs of individuals to release pressure during the period of social transformation.

Types of purchases by online consumers:

1. Simple purchase.

Most of the products purchased in simple types are standardized products such as books and audio-visual products. Consumers have little demand for their individuality and are basically a homogeneous market. Consumers usually buy such products based on traditional buying habits, do not need a complex purchase process, and generally do not carefully analyze and screen before purchasing, mainly to facilitate purchase as the primary condition.

2. Complex purchases.

This kind of purchase behavior mainly occurs in the purchase of durable consumer goods such as televisions and refrigerators, which have a relatively high technical content compared to those of Fan Wansen. Because consumers do not understand many of the technical details of these products, they are more dependent on brands. As these products mature and consumers become more familiar with them, this complex buying will become more simplistic.

3. Customized purchase.

This kind of purchase refers to the fact that consumers ask manufacturers to customize products according to their own needs and standards. This type of product is directly related to the interests and preferences of consumers. Another category of products is computer software and information products.