Along with the rapid development of computer network and the communicative technology, the Internet is extending to every level and every field of society at a very fast speed. by its formidable, interactive, hypothesized, the sharing characteristic, The Internet have changed people tradition life style extremely, it is even also changing the traditional consciousness and the value idea which forms in the long time .Network interaction is not only beneficial to optimizing peoples' personality, such as independence, individuation, equality and openness, but also leading the dissimilation of their cognition as in their character, thinking and interpersonal relationship. We should take effective actions to explore the network consumer psychology, help online merchants to understand consumer psychology, thus further target market segments, and accordingly the development of appropriate and reasonable and flexible marketing strategy. This paper reviews the domestic and international research literature on consumption, consumption of network personality. Through the study of these documents, explore the formation and development of network personality, and discuss consumer behavior of dual personality.
Keywords: realistic personality network personality virtual society
