Previous research has linked the experience of loneliness with materialism, suggesting that when consumers attach too great an importance to possessions, they may reduce the importance of their social relationships, leading to isolation and feelings of loneliness. Thus materialism may arises a way to cope with loneliness, which suggests that to decrease materialism, one may want to first focus on building social relationships and reducing loneliness rather than focusing first upon reduced consumption. Hung & Mukhopadhyay (2012) examined the influence of actor versus observes perspectives on the emotional experience. "They find that ''actors tend to focus move on the situation at hand and experience more emotion, such as excitement, sadness when who recall or anticipate emotional experiences. Their previous research has linked experiences of loneliness with materialism, suggesting that when consumers attach to great an importance of their social relationship, leading to isolation and feelings loneliness. This may unfortunately, lead to downward, thus it focus on building social relationship and reducing loneliness rather than focusing first upon reduced consumption." It seems social environment can influence the consumer's social emotion to choose to consume the product. The meaning of happiness that is most relevant to influence choices, such select those with a present focus will prefer products that offer calm. Thus, it seems excited consumers will choose exciting products and calm consumers will choose relaxing products. It implies that who will prefer to choose to buy the kind of product from online shopping if the consumer is a excited person to accept new technology shopping model and enjoyed to loneliness to sit down to use whose laptop to choose to buy any online products at home quiet environment. Otherwise, if consumers don't like loneliness, who will like to leave their homes to go to retail shops to buy any manufacturers' new innovate products with their friends or families and who will feel more happy and enjoyable in this non technological shopping model. Thus, it implies the enjoyable quiet environment, loneliness, technology excited consumers will choose to buy products from online sale model more. Otherwise, the enjoyable noise environment, social relationship, calm consumers will choose to buy products from traditional retail shops sale channel. Thus, consumers' emotion will be influenced to feel enjoyable or non-enjoyable to buy the product from the online shopping model or traditional visiting retail shops model .It seems that noise or quiet shopping environment will influence individual consumer's emotion to make final decision to buy the product. If the consumer enjoys to choose to buy any brands of products in the quiet environment at home lonely, the online shopping technological model will be more chance to be accepted to make final decision to this consumer habitually. Otherwise, if the consumer enjoys to choose to buy any brands of products in the noise environment, social relationship with friends, the visiting retail shops model will be more chance to be accepted to make final decision to this consumer habitually. What is this meaning to this consumer in these two different situation? I feel that the consumer will prefer to choose to buy the kind of product from online shopping if who is a excited person, so who can accept to use internet more than visiting retail shops, due to who enjoys to loneliness to sit down to use whose laptop to choose to buy any online products at home quiet environment.