Exploring Trends and Alternative Images of Virtual Consumption

• Main Authors: Ssu-Wei Tien, 田思維
• Other Authors: Kao-Hua Chen
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/46743749865898694607

碩士 === 淡江大學 === 未來學研究所碩士班 === 97 === At the 21st century, the application of Internet is highly developed. The emerging phenomenon of time-space compression has seemed creating new patterns of mass expenditure. As well, it also starts to change habits of consumption and diversifies ways of purchasing. People not only consume at physical stores, but also surfing for goods online. Online shopping has gradually become the focus of consumption. Consequently, this study conducts an extensive literature search and public discussion of online shopping. Based on the major concepts and opinion consensus, a three-round Delphi-method questionnaire was designed for consumers and on-line shopping experts to be investigated. Applying scenario analysis, the major findings from the survey was derived into two levels (images and trends), each with four major types. For on-line shopping, the possible images are Mastermind, Miser, Vanguard and Noble. As for future trends of virtual consumption, the plausible scenarios are Utopia of Consumption, Technological Fascist, Republic of Fun, and Feudal Conservatism. Furthermore, this research has also found that the price factor within the virtual environmental of Online Shopping will be weakening in the future. The plausible future is that Internet will become the protocol of consumption.