An analysis of network consumption behavior——with reference to Guangzhou area

Studying consumer network behavior will benefit the enterprises on promoting B2C electronic business. This paper analyzes the sample, network consumption characteristics, consumer behavior intention, affecting and restricting factors etc. And the results show that, consumers on the internet in Guangzhou area have become younger with lower educational level and lower income; The network information products have formed a new consumption pattern and virtual communities affect consumer behavior more and more in the internet world.