| Starting from the nature and characteristic of online consumption behavior, systematic research of online consumption behavior is done in this thesis. At the same time, the concepts of Internet involvement and interactivity are introduced into the research model, and theories of lifestyle are summerized. At last, an exploratory model of the impact of online consumption behavior on Internet users' lifestyle is constructed in this thesis by focusing on the Internet users.On the basis of literature review and the investigation of the current development of online consumption in China, it is found that most of the researchers localize their researches of online consumption in the concept of online shopping, and there are shorted of systematic researches. In addition, most of the lifestyle researches are found in sociology field, there are few researches about this taken in the field of marketing. Also, the author has found that few literatures have studied the impact of online consumption on people's daily life from the aspect of lifestyle, and most of the former researches are either qualitative analysis, or limited in simplified descriptive data analysis.In order to resolve the former problems, the author constructs an exploratory research model by introducing in the concept of online involvement and online interactivity.The differences of lifestyle between "Post-1980" and "Pre-1980" are studied. Samples of "Post-1980" and "Pre-1980" are investigated in this thesis. The results of Independent-sample T test reveal that there are significance differences of online consumption behavior and lifestyle between the samples of "Post-1980" and "Pre-1980". Regression analysis also reveals that both online Internet involvement and interactivity affect Internet users' lifestyle, as well as online consumption behavior. Lifestyle segmentation of "Post-1980" is carried out by cluster analysis, and it is found that there are four types of lifestyle existing among "Post-1980".Finally, results of this research are discussed and summarized, marketing advises based on the results are proposed. |
