Three different theories have been used in this research, the Theory of Reason Action, Theory of Planned Behaviour, the Actor Network Theory and the theory of consumption.

这项研究运用了三种不同的理论：理性行动理论，计划行为理论，演员网络理论和消费理论。

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Network consumption has broken through the traditional economic theory limit in relatively great degree, therefore, it is necessary to call for the theory of network consumption in the meanwhile.

网络消费的这些特点已经在相当程度上突破了传统经济理论的界域，同时也呼唤着网络消费理论的出现。

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The second part is the text analysis of the consumption culture conception presented in network advertisement through using symbol theory to analyze several typical cases.

第二个部分是网络广告呈现的消费文化观念的文本分析，运用符号学理论对选取的几个典型广告案例进行符号学解读。

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