Three characteristics of online consumption of teenagers

Network consumption culture is an extension of the cultural form on the Internet, which reflects a consumption culture form in the field of network consumption. This culture derived from the consumer culture industry and commerce, including online shopping, online games, internet cafes, internet animation, network chat, online education, online job search and so on.

The internet itself is a kind of consumer behavior, and with the development of the Internet, it will gradually form a huge network consumer market. Consumption sociology thinks that consumption itself is a kind of cultural phenomenon, and a new consumption pattern must contain a new consumption culture. Unlike cultural consumption, which is the main characteristic of satisfying people's spiritual needs, consumption culture refers to the specific system that expresses a certain meaning or conveys a certain value with the consumption activity. and the network consumption culture is the cultural form extending on the Internet, which reflects a kind of consumption culture form in the field of network consumption. This culture derived from the consumer culture industry and commerce, including online shopping, online games, internet cafes, internet animation, network chat, online education, online job search and so on. According to the proportion of the Internet function of adolescent netizens, it is: instant communication, network music, network film and television, search engine, online game, Internet news, email. In addition, online education, online shopping, the proportion of online job search is also expanding. Among them, instant communication, network music, network film and television, search engine, network game, e-mail consumption are above average use level. This shows that the youth is the main force of network consumption, network consumption culture is a kind of youth consumption culture.

1. Network consumption culture is a culture based on the development of network technology, which has certain technical qualification.

Network consumption is realized by means of network. It is generally believed that the production tool is the decisive factor of the nature of productivity and the decisive factor of consumption form. With the technology of computer and network technology as the core of information technology, with its continuous promotion and application, people's living information level continuously improve, a new consumption pattern-network consumption and its culture emerged. The internet itself is the product of High-tech, the internet needs to have a certain computer knowledge. At the same time, as a global communication tool, English is the mainstream language, which requires users to be familiar with one or several languages. Therefore, the Internet is a kind of intensive knowledge consumption field, the Life tool revolution triggered by Internet basically eliminates the time lag obstacle of communication between time and space, it promotes the network of consumption culture and social life by improving the information content of human consumption form. Information consumption requires consumers to have a certain amount of information consumption ability, that is, must have the knowledge, experience, understanding and possible occupancy conditions, which determines the object level of information consumption. College students and young white-collar workers who have grown up from college students have been exposed to the Internet for the longest time and become the main force of the network consumption culture.

2. Youth network consumption culture is a kind of cultural phenomenon which is produced by itself and is a kind of personalized symbolic consumption culture.

First, adolescence is an important stage in the formation and development of intelligence, physical strength, self-awareness and social role in life. They are energetic, active, inquisitive and adventurous. Their self-awareness develops rapidly, and they like to express themselves in various ways in order to gain attention and recognition. Therefore, they are accustomed to the pursuit of novelty and fashion, and strive to embody individuality and self-expression. And the network for the personalized development of people to provide an unprecedented space and platform for development, as long as there is a computer can access the Internet, consumers can choose their own preferences according to the interests of their favorite products, search, processing, publishing branded personalized imprinted information. Self-centered, acting according to their own ideas, they have chosen is no longer just the use value of goods, more to show their distinctive, in order to reflect their own value. It can be said that personalized consumption is the mainstream of modern youth consumption.

Secondly, the network consumption culture is a symbolic consumption culture. A symbol is a reference system that conveys what is "not in the field" outside of itself. The so-called commodity is symbolic, refers to the commodity to become a social status, lifestyle, life taste and social identity and other symbols. The network consumption is the commodity is also the culture, has the symbolic characteristic, the consumer through the consumer culture may express the individuality, the taste, the life style, the social status and the social approval. In addition, the network consumption as a new way of consumption, for young people, not only a form of currency exchange, but also a symbol, a fashion label. The familiar and long-term use of the network is the prerequisite of the net purchase. At the same time, the network consumption and fashion risk coexist, and young people generally speaking, more daring to pursue this fashion. Therefore, it brings a new way of life, a modern way of life. Through the internet consumption of this behavior, not only can shopping, but also can experience a new way of behaving.

Again, for the network, the youth is both producer and consumer, "0 entry Threshold" and "Exchange-type sharing" make the network become the virtual market for the youth, the network of Youth, text, video, etc. became unusually prosperous, the network became the young people to buy, choose, The most ideal consumer platform for reading literature and cultural products. The virtual market is typically a commercial web site built on the web by some traditional middlemen, one of which is equivalent to a business virtual community: bringing together products from sellers to provide a trading place for highly censored traders. The two-way communication information provided by the network breaks through the one-way mode of information exchange. Young people can not only search the virtual market to buy what they want, but also to sell their own things online, so the online shop has become a hot spot, Taobao, ebay, Alibaba and several large online shopping site is a successful example.

3. As a kind of subculture phenomenon of youth, young people's network consumption culture has a vulgar tendency of postmodernism consumption.

Postmodern trend of thought is an important change of modern Western cultural spirit and value orientation, and it is the suspicion of the scientific cognition view of the mainstream of modern society, especially a critique of the positivism thought principle which dominates the natural science and social science for a long time. It was introduced into our country in the middle of the 80 's, then gradually formed into a fashionable cultural phenomenon and social phenomenon in our country. The scholars of the country generalize the characteristics of postmodernism: Deconstruction, pluralism, anti-subjectivity, anti-rationality, anti-authority, central-oriented, popularization and popularization. It can be said that it is in the world into a comprehensive open era of information proliferation, knowledge explosion, cultural pluralism and other factors driven by the human cognitive concept of rethinking. In the face of a colorful cultural world, young people feel new, excited, excited, they will inevitably with the young people's unique passion and impulse, open arms to embrace those most suitable for their physical, psychological and spiritual needs of the cultural type. Postmodernism culture just satisfies their needs. The characteristics of postmodernism, such as anti subjectivity, anti-rationality, anti-authority and centrality, just resonate with the young people who have the edge consciousness and resistance complex, so they accept and identify with them, become the most fashionable cultural thoughts and penetrate into the youth subculture.

Note: Excerpts from Cheng's "Youth Network consumption culture characteristics", originally contained "Xinyang Agricultural College Journal" 2008 9th.

(Chinese Youth Research Center Juvenile Law Institute feeds)