The Changes In The New Media Environment Of The Rural Women’s Consumer Behavior--the Fieldwork In Xiaba Village Of Shuitianba Town In Zigui County Of Hubei Province

This article applies the relevant knowledge of communication and cultural anthropology, through field research, explore the new media environment of rural women consumption behavior changes. ShuiTianba Town,which is in Xiaba Village of Zigui County in Hubei Province as the research case, visited27rural women,through five months investigation, presenting the rural women consumption behavior changes under the new media environment, and make analyses on the causes of these changes.The full text is divided into three parts, the first part includes the introduction and first chapter. This paper introduces the research background and origin, the significance of research, research method and path, as well as the literature review. And location for the research place-Xiaba Village,including its geographic location, customs, current medium developing situations and so on.From chapter two to chapter four is the second part of this article,concerning on the "rural women and the media","the relationship between the media and consumption","rural women and consumption" perspective to make the presentation and analysis. Firstly, introduced the rural women medium contact preferences, purpose and attitude. Secondly,"the relationship between the media and consumption" as the transition from chapter two to chapter four chapters, is why the new media environment will be associated with changes in the rural women consumption. Thirdly, in the fourth chapter focuses on rural women consumption behavior and its variability, do the analysis from the perspective of consumers, including the premise of consumption, the content of the consumption, and so on several aspects, and also made the brief summary to the changes of their consumption behavior.The third part consists of chapter five and conclusion, from the angle of theory, analysis the cause of the changes. The development of media technology is the first reason of the consumer behavior change. Second, in the process of interpersonal communication sharing, opinion leaders of secondary transmission also play a promoting role. Finally, rural women individual differences, including economic strength, consumerism concept and self-awareness, allow them to accept and master new media technology, affect their access to information, and project onto their consumption behavior.