E Generation Network Consumer Behavior Research

With the rapid development and the popularization of Internet, the Internet is widelyused in commercial activities, promote the development of the network market, at thesame time, a new way of shopping--Online shopping has come into being.Onlineshopping as a new way of shopping, more and more consumers likely use it.Especiallywith the Internet growing up a generation of young people-E generation, become themain force of China’s network consumption.Therefore, researching on Internet consumerbehavior of E generation has been widely concerned in the academic community.With the development of network economy in China,the E generation consumergroups is becoming more and more important in network economy.In this new age ofinformation, E-generation has the following characteristics：having keen eye、quickresponse、Wide field of vision、dynamic、willing to try、the spirit of challenge.So onlineshopping as a new thing has been quickly accepted and absorbed by the social group, theE generation is the pioneer of China’s network consumption.The Egeneration,theirnumber reached280000000,is the most not beening ignored by business consumergroups.With the Chinese economic development gradually growing up the E generation,experienced Chinese politics and education reform,along with the development ofadvanced digital information technology, constantly update scientific knowledge.Theyhave a unique consumption idea of the network、network consumption psychology、network consumption behavior and influencing factors.Therefore,when the networkbusiness carry out network marketing activities for the E generation,must make a changein the network marketing concept, innovative marketing methods, according to the Egeneration of consumer psychology and behavior characteristics, implement the correctand effective marketing model, and Finally realizes the enterprise marketing goal.Thisarticle choose the E generation consumer groups as the research object,describe the Egeneration of online consumer behavior,analyze existing problems of the E generation network consumption and take the corresponding network marketing strategy.