The Study Of The Influence Of Mass Media On The Migrant Worker’s Consuming Behavior

In recent years, the internet, radio, television, newspapers and other kind of massmedias more and more permeated in the society and people’s lives, all levels in all areas.People rely on the information provided by the media to understand the world, to judgethe world. The emerging media, such as radio, television and the Internet, present allkinds of information in front of a steady stream of people. All kind of media are inconstant transformation of our media to influence people’s cognitive behavioraldevelopment has potential. As a special group, the migrant farmers working for economicand social transition, they were more and more influenced by the mass media in theprocess of their integration into the city.In this study, on the basis of a lot of literature, combining theory first off mass media,consumer identity and consumer behavior, the use of regression analysis, empiricalinvestigate the mass media, consumer identity and migrant workers between theconsumer behavior of the three variables relations, and consumer recognition principle inan intermediary role between the two. The thesis is divided into six parts:The first part introduces the research background, purpose, significance, researchmethods of this paper, and the innovation of this study is to elaborate.The second part, define the core concepts, and relevant research literature review,summarized and comprehensive evaluation.The third part, based on the theoretical literature review to build a model of thisstudy, research ideas, defining the relevant variables and assumptions based onpreliminary studies.The fourth part describes the design of the questionnaire, payment and recovery ofthe questionnaire to test reliability and validity.The fifth part using the statistical software to analysis the data collected. Descriptionof the surveyed farmers access to Mass media, including obtaining frequency informationfrom the mass media, contact strength, contact time, five aspects of the trustworthiness ofthe media as well as media content preferences. In study，it found that95.8percent ofmigrant workers had access to the information from the media, almost of equal exposureto different kinds of media to watch TV as a maximum; migrant workers average dailycontact with the mass media at the time about1-2hours; migrant workers on the media low overall trustworthiness, only a small part of people choose to fully believe the media.Further regression analysis showed that the mass media have a significant impact onconsumer behavior migrant workers, consumer identity played a role in the intermediaryvariables.The sixth part, on the basis of quantitative analysis, summary the research findings，elaborate theoretical and practical contribution to the value of the study are discussed,and also propose inadequacies and something need for improvement in this study. Finally,introduce the future research directions of this research.