The Analysis On Identity Of The Online Outlets Customers

The online outlets mode has engulfed the world in more than a decade, which affects consumer’s consumption concept and behavior. People’s consumption concept has being pernicious effected in the new environment. Compared with traditional consumers, consumers of online outlets have the different concept, identity, lifestyle, consumption pattern. This article takes the first online outlets---VIPSHOP as an example, exploring the influential factor of consumers’identity and how the consumers look after the identity through consumption by theory analysis and data investigation.The online outlets enjoy growing favor among the customers nowadays, so many e-commerce try to join it. There has always been a close association between the brand consumption and identity, since the brand consumption is a symbol of identity. However, the popular of the outlets shows the inner contradictions of the identity. This article analyzed the fundamental reason why brand consumption becomes the symbol of identity by analyzing the clearly evidence of goods, the high stratification of consumption space, the performance of spending power, the pursuing of consumption fashion. Besides, this article also tries to enucleate the confusion of the online outlets consumers by analyzing the relationship between price sensitivity and brand sensitivity, the relationship between fashion loyalty and discount loyalty, the relationship between self-conscious and others’ evaluation, the relationship between backstage cover-up and the stage show.What’s more, the article has analyzed how the media add fuel to the fire in four ways. The ads have being advocating that the brand is identity and the media have being constructed the myth of consumptionIn post-modern society, people are psychologically poor, so they establish a community of consumption to seek the identity. However, there has a peripatetic standard, in case that it can reach the real standard and the consumers have been in a state of confusion and chasing but never get it. In other way, it only become a way of self-deception and self-comfort. The online outlets have been growing stronger through the consumption confusion. Yet, the mode of accelerating the circulation of fashion and impulsive consumption has a big influence on people’s consumption concept and aggravate the fetishized consumption and confusion. Besides, the confusion of consumers can have a big effect on the development of online outlets. In this way, the research can guide consumers to the right way and be good for the operation of the website, which could contribute to the improvement of the consumption environment and has practical significance to the factual picture.