隨著網際網路的快速堀起，數位化環境改變了人們的日常生活習慣，也劇烈地顛覆傳統社會大眾的消費觀與消費模式，今日，區隔市場與利基市場成為市場趨勢的主流，更突顯市場區隔化的重要性。本研究以消費者人格特質、生活型態、社會網絡、消費型態，探討影響消費者購買決策之個人與環境因素。

　　有關於消費者人格特質、生活形態、社會網絡與消費者購買決策與消費型態有影響的研究與討論很多，但是，對於社會網絡相關的研究則較偏重在組織學習、策略聯盟等的研究方向，並沒有網際網路嵌入一般生活環境背景下，有關社會網絡與消費者行為的研究。所以，本研究希望探討在現今數位化時代環境下，消費者社會網絡對於消費者消費型態的影響。

　　經由對台北地區、高雄地區、台南地區、台中地區，不同年齡層、性別、職業等消費族群發放問卷調查，共發出400份，回收370份，扣除無效問卷後，以有效問卷363份，作實證研究，研究結果顯示，網際網路已在消費者的生活型態、社會網絡以及消費型態上佔有重要地位，符號式消費與虛擬式消費反映了在數位化新時代中，人們所熱衷追求與趨向流行的重要消費模式與型態，因此值得公司與廠商將其納入於區隔市場與產品開發的研究中。

　　由於各項客觀條件的限制，本研究採用便利樣本抽樣，抽樣地區僅限於北部、中部與南部地區，尚無法執行更細緻的抽樣規劃，後續研究者，可以納入其他樣本族群，以增加相關研究的精細度。

　　後續研究者，可以新時代數位化環境為背景，繼續探討其他影響消費者行為與決策的相關因素與影響；亦可嘗試在網際網路及虛擬式消費普及化的消費環境下，針對不同族群，如年齡、性別、婚姻、收入等等，在消費資訊流動與溝通、消費介面使用與互動、消費行為與模式等等，做更深入與細緻的比較和探討。

　Nowaday, the internet becomes as one part of the human life, and dramatically changes our daily life, as well as changes the concepts and behaviours of many people on purchasing goods and services. The new consumption phenomenons make that the segmentalized market and niche market the major tendency on marketing, and specify the importance of the market segmentation. Consequently, it’s necessary to examine the individual and the environmental factors that influce on consumers’ purchasing decisions,from consumers’ personality traits, lifes tyles, social networks and the consumption patterns.

　There are many researchs focus on the issues of personality trait, life style, social network, consumers’decision and consumer behaviour. Yet most of the researchs on social networks have discussed about the learnging organizations and alliance stragtegies, lacking about the relationship between the social network and the consumer behaviour, especially in the current digital age. Consequentily, this study focus to examine, under the impacts of internet, the influences on consumers’purchasing styles from their social networks.

　Through the sampling survey by consumers (n=363) of differents ages, genders, avocations from the Taipei, Kaohsiung, Taichung, Tainan Areas, the empirical results show that the internet is already embedded in peoples’daily life, social networks and purchasing behaviours. Also the conspicuous consumption and virtual consumption play a very important position in the digital new age. It’s worth for the companies to consider them into their markets segmentation and new products development projects.

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