网络购物环境和网络消费行为的特点使品牌对购物行为的影响比传统领域中的影响更大。
Brand plays a more important role in online shopping because of the characteristics of online environment and consumption behavior.
网络消费方式是由网络消费行为、网络消费意识、网络消费资料三个结构要素组成的稳定结构，三个结构要素之间存在着互为依存的功能耦合关系。
An Internet consumption pattern is a stable structure composed of three elements: the Internet consumption behavior, ideas regarding the Internet consumption and materials for Internet consumption.
以此为出发点，本文主要研究了网络体验消费行为和网络体验消费群体的特征。
Based on the consumer demands, this thesis mainly focuses on research of the behavior of cyberspace experiential consumption and the characteristics of cyberspace experiential consumers.
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