Symbolic Consumption And Its Essence In Online Shopping Behavior

With the development of new society and the improvement of living standard, the main purpose of consumption not exists on the demands of using value of goods, but it’s more on demands of goods’symbol value, and the enjoyments of spiritual from symbol value. Baudarillard, a France philosopher written a book named "Consumer Society", redefined the ways of consumption in modern society’s, according to special demands of people’s consumer, in the view of the relationship of human and things in modern society. Thus, the ways of consumption in modern society, which called as symbol value, is the theory’s supports of this article. When the symbol value becomes the pursues of the main demands of consumption, it not only all reflects in modern society, but also into online shopping. The article is going to using Taobao.com, Tmall.com, Vancl, Jumei.com, lafaso as samples to make the researches, also analysis the symbolized online shopping from shopping online, action of online shopping, and goods in the shop online. From author’s shopping online experiences and theories having build up, this article analyzes the symbolic consumption from deeds in online shopping, and essence of symbolic consumption online shopping innovatively, to replan the online consumption from consumers and e-business. This article try to fine ways to make online shopping more healthy, harmonious, and developed. Finally, there are some advices for this.This article totally divided into six parts. The first part is the backgrounds and purposes’explanations. The research contents, searching methods, and innovative pionts are decribed, which affords the supports of backgrounds.The second part is the main body. This part mainly is about the symbols in this article, and symbolic consumptions to define them and interpret them.The combination of the theories both from China and abroad and the actual cases are in the third part. This part analyze the preformations of online shopping, deeds in online shopping, and the symbols of goods in online shop.The fourth part using the theories and actual cases search the preformation of symbolic consumption in online shopping. The consumption of idolatrous symbols, culture symbols on shopping, advertising effects symbols, trends symbol brought by talkative people, and service symbol by VIP trail is analyzed in this article.In the fifth part, the author innovate bravely to conclude the essences of the symbolic consumption in online shopping through the results above the four part. This article points the nature of consumption cycle and alienation phenomenon of consumer field from "symbolic consumption-avoid coherence-personalization-symbolized competition-homogeneous trends".At the last part of this article, the author makes requests to consumers who did online shopping, and enterprises who do e-business. Hoping discussed a standardized way through theories.Wishing the online shopping having a healthy, harmonious, and developed future prospects.The conclusion sum up the whole article, clear up the frame of this article, and summarize the results and theories having conclude above all.