The Analysis On The Influence Of High School Student Group Identity To The Online Shopping Behavior

The coming of internet times has given birth to some new kind of consumption pattern, some kind of consumption cultural has been brought up in this background, and we call this kind of consumption pattern or consumption cultural the internet shopping. Because the internet shopping is given life by the society, the research on this part should take the great society as the background, and get rid of disciplinary boundaries.Many scholars have been doing the reasearch about the construction effect of online shopping to the role of self-identity.So when we ask what kind of relationship,between group identity and online shopping behavior, we are’t to talk about how the groups of recognition is caused by online shopping behavior, but on the contrary, we want to talk about how will the online shopping behavior be possible, during pursuit process of the group identity? The nature of the process of group identification and the spesical fitting relationship between this process and network shopping behavior is the essensial points we want to study in this papper.The group identity of high school students, is some kind of research topic in the filed of sociology, and what we want to do in the paper is to make some combination between the sociological research content and the research direction in the field of Economics, and to explore the relationship between the two aspects.The paper will use a combination of quantitative and qualitative methods to sort out the relationship between High school students、group identity、and online shopping, these three elements. Taking Giddens’ Structural duality theory as the theory basis, some analysis will be made on the essence of the relation among the three elements.The concept of Giddens’ Structural duality theory is adopted to explain the group identity pursuit process of high school student. At last, what we find is that there is some kind of special relationship, and to some extent, the group identity pursuit process of high school student leads to online shopping behavior. What we want to do in further is to take in the rational thinking on the economic behavior caused by the pursuit of group identity of high school students, and some ideas will be brought out to solve these problems.