Network Consumer Behavior Research of New-Generation Migrant Workers Based on the Data of Shanghai

Abstract

Based on the AIO Scale survey of New-generation Migrant Workers in Shanghai, found that New-generation Migrant Workers can be subdivided into five types, network consumer behavior factors can be divided into four types; Eight significant correlation exist between lifestyle factors and network consumer behavior factors, and proved that the influence of lifestyle to their Internet consumption behavior. Comparing with the discovery of other scholars, found the more positive lifestyle the healthier network consumption. With the common classification results, lifestyle and Internet consumption behavior between New-generation Migrant Workers and E- generation, the effectiveness of AIO scale as people groups divided tools is further verified.