| Summary: | 碩士 === 國立臺灣藝術大學 === 廣播電視學系 === 97 === Online shopping has gradually become the main consumption pattern in modern society. People are satisfied and delighted through consumption as well as obtain each other’s identification. In addition, the atmosphere is constantly filled with consumption aesthetics, which results in the appreciation of beauty, is warming up.
However, the real meaning of aesthetics refers to the human condition; it is the value of life and reflection, as well as individual ability to self-consciousness and reflection. Therefore, this study by sociology of consumption will be domain-study aesthetic concept of the door to understanding the purchase of sale the goods, and it contains a network of the sociology, and aesthetics of the structure’s consumption with each other even aesthetics, and interpretation of the relevant characteristics of its connotation.
Hence, this study explores consumers’ identification of internet bazaar products under the connotation of sociology consumption aesthetics.
Literature analysis and Internet survey are used as research method to explore how consumers exchange behaviors from the aspects of social care and micro perspective, and then lead to the attitude of spirit aesthetics. Research results are as follows:
1.Consumer behaviors on internet bazaar and internet bazaar products are influenced by their level of education; while age, occupation and income have less influence.
2.Consumers think that internet bazaar products are practical and they feel satisfied while buying them. Female consumers consider buying internet products is the expression of beauty more; consumers who have bought internet bazaar products also more easily have the attitude of aesthetics than those who haven’t bought on the internet.
3.The part of social cognition, and consumer buying behavior of their own will affect its, the recognition of the Internet sale of goods, while consumers are women more than men of consumers agree to buy the Internet sale of goods, however, higher income consumers they are, the more sites for sale do not agree.
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