I. Introduction
According to the 31th Statistical Report on China's internet development released by China Internet Network Information Center (CNNIC), by December31, 2012 the total number of Chinese Internet Users has reached 564 Million, which increased by 50.9Million during this year. China has an internet penetration rate of 25.5%, 3.8% growth alone during the past year. The development of the Internet has prompted a transformation in consumption modes, leading to some new consumption trends.