网络虚拟消费调查研究
Survey and Research on Online Virtual Consumption

互联网的快速发展引起消费主义的内容和形态发生变化，在网络空间呈现较为明显的虚拟化趋向。本文通过对网络虚拟消费的认知程度进行调研，运用SPSS软件，对问卷进行简单的描述性分析，且采用T检验与单因素ANOVA检验和多元回归分析，通过实证分析设计出网络虚拟消费认识量表，分析了调研对象对虚拟购物消费的认知水平，并得出相应的性别差异与年龄差异对认知水平有影响，以及不同自变量对于网络虚拟消费意愿的多元表达式，据此提出相应的对策与建议。
The rapid development of the Internet has caused changes in the content and form of consumerism, showing a more obvious trend of virtualization in the network space. This paper conducts a survey on the cognition level of online virtual consumption, uses SPSS software to conduct a simple descriptive analysis of the questionnaire, and adopts T-test, single-factor ANOVA test and multiple regression analysis to design an online virtual consumption cognition scale through empirical analysis, and analyzes the cognitive level of the survey subjects on virtual shopping consumption. Finally, it is found that gender difference and age difference have an impact on cognitive level, and the multiple expressions of different independent variables on the willingness of virtual consumption on the Internet are obtained, and corresponding countermeasures and suggestions are proposed.