由于互联网商务的出现,消费观念、消费方式和消费者的地位都发生了显著的变化。首先是消费者主权的到来。互联网商用发展使商品生产者、供给者与消费者的距离消失了。不同商店等距离,加之消费的信息极为丰富和极易传播,促进了消费者主权地位的提高。其次基于信息的消费开始出现,在互联网上,消费者极易掌握丰富的信息,并且快速、低成本,类比和旁比极为方便,这使得消费行为有充分的信息依据,消费质量大大提高。再次,新经济的到来也引发了消费者行为的改变。“新经济”(也称为“数字经济”)以数字 Due to the emergence of Internet commerce, consumer attitudes, consumption patterns and consumer status have undergone significant changes. The first is the arrival of consumer sovereignty. The commercial development of the internet has made the distance between producers, suppliers and consumers disappear. The equidistance between different shops, coupled with the extremely rich consumer information and easy to spread, and promote the improvement of the sovereignty of consumers. Second, information-based consumption begins to appear. On the Internet, consumers can easily acquire rich information, and it is extremely convenient for fast, low-cost, analogy and side-ratio. This makes the behavior of consumer behavior has sufficient information basis and the quality of consumption is greatly improved. Third, the advent of the new economy also triggered a change in consumer behavior. “New economy” (also known as “digital economy”) is a number