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With the rapid development of the Internet, online shopping is becoming more and more prosperous. More and more customers shuttle between physical stores and online stores to conduct consumer behavior and become dual-channel customers. Based on the convergence characteristics of consumer behavior and consumer culture, the author carries out the research. The author believes that there are three major conflicts in the consumption psychology of the middle class in China: the conflict between Chinese traditional culture and Western culture. The conflict between romantic ethics and realistic rationality; the conflict between taste and taste. Research shows that channel selection, channel evaluation and channel retention are the main consumer behaviors of dual channel customers. The cultural differences between countries and nations are no longer the most important variables to explain the differences in consumer behavior.

Research on the Convergence Characteristics of Customer Consumption Behavior and Consumption Culture