The Internet''s characteristics of breaking time and space restrictions have profoundly changed people''s way of life and work, but whether it can effectively promote the transformation and upgrading of residents'' consumption structure remains to be verified. Based on Chinese General Social Survey, robust least squares regression method, quantile regression method and re-center regression decomposition method are used to test the influence of Internet usage on the overall development of enjoyment consumption and the gap between urban and rural residents at different consumption levels. The results show that Internet usage has significantly improved the development and enjoyment consumption of residents as a whole, and with the improvement of consumption level, Internet usage has a "U" shape on the development and enjoyment consumption of urban and rural residents, but no matter what consumption level, Internet usage always has a stronger stimulating effect on the development and enjoyment consumption of rural residents than that of urban residents. This has produced a coefficient gap suppression effect on the overall and urban-rural residents at different consumption levels, thus narrowing the overall and urban-rural residents at different consumption levels. However, the endowment characteristic gap of Internet usage between urban and rural residents always has a significantly stronger characteristic gap effect on the overall development and enjoyment consumption gap between urban and rural residents at different consumption levels, which eventually leads to the further expansion of the overall development and enjoyment consumption gap between urban and rural residents at different consumption levels.