The Analysis Of How Social Media Reconstructing The Consumption Contexts

Mobile networks have provided a wide range of platforms for the society to spread the information,massive-scale data has dramatically reformed people's lifestyle,the appearance of social networks in particular has changed the connections between the people and the information societies.Networked social relationships turn connections of people into contexts,which breaks the barriers of time and space and made into personalized services by new internet technologies.The undivided interaction between social media and the society has influenced people's psychological conditions as well as their social behaviors.Hence,social media has become one of the most significant elements in restructuring consumption contexts.This thesis analyzes the issues of how social media reconstruct numerous consumption contexts by reviewing past literatures and observing real consumption contexts interactively.The thesis is separated into four parts;in the first chapter,the definition of 'context' is interpreted with in-depth analysis of the expansion and current situation of 'context' under the mobile network era.The study of consumption context is conducted in the second chapter,under the blueprint of contextualized era,context establishment effectively facilitate the occurrence of consumption,and thus the context is given a function of creation,which would realize the value appreciation of a meaningless product by its existence in the context.On one hand,the development of the up-to-date technology would allow the context to empower products with experience function;on the other hand,it is the psychological and the demand change of the people that act as the subject of the consumption that drive contextualized consumption into popularization.The third chapter illustrate how the social media restructure the consumption contexts from various perspectives.Different types of social groups has become the very source of fortune for this profoundly socialized era as social contact has altered consumers' activities on a more frequent basis,The origin of purchasing has been turned from demand into quest,the quest for product image has elevated to the quest of context itself;as a result,the products that require sharing and distributing functions should be qualified as being personalized and subcultural at the same time.Big data algorithm is introduced in the fourth chapter for the purpose of analyzing consumption context reconstruction.While big data is continuously pushing the revolution of contextualization for the consumers,it would also invade individuals' privacy and freedom as consumers would lose the ability of rational thinking unknowingly.It is essential to realize the potential risks these algorithms might bring to the society,so as to achieve a more completed and unbiased experience of contextualized consumption.Social network reforms the context of consumption and ultimately alters individuals' social behaviors,it is inclined that contextualized consumption will be the future commercialization trend;the extra-considerate products and services would further complete the process of consumption contextualization in the days to come.The revolution of the consumption context will presumably push and rebuild the situation merging in the new era.How could an individual stay balanced under the stimulus of a new context?That is where it is worth pondering.