Impact Of New Media On Consumer Buying Behavior

Big data has been frequently mentioned in academia since2012. Along with a wide range of innovative technology, rapid economic development, massive information pour into people’s vision, the pattern of the era of big data has been initially formed. In this era of big data, the new media represented by internet, cell phones, has shown a unique advantage in the dissemination of information, and as a result, it is being accepted by more and more audiences. With the advent of technology upgrading and new communication technologies, more and more different media forms are being or have been in the field of information dissemination, and this change of the communication field almost also mapped to the business and marketing fields. All walks of businesses and organizations are beginning to pay attention and practically use new media tools for communication, brand promotion and marketing of products or services, and have achieved good effects in marketing communications.The wide use of the new media represented by mobile phones and the Internet in the field of information dissemination not only facilitates people’s access to information, greatly improves the efficiency of obtaining useful information, but also largely affects people’s consumption patterns. People can enjoy the benefits of getting the newest information anytime through handheld media-mobile phones, PAD Etc., coupled with Micro-blog, Micro message as these two media tools have a extremely strong diffusion effect for fragmented information. So when people use these new media patterns when reading, dissemination and consumption, it not only enriches and facilitates people’s working and living entertainment, but also gives a significant impact on changing the original access to product advertising and purchase decisions and actions of consumer, and then generates the change of method in business marketing communications.The formation and growth of new media, not only changed the traditional mode of communication of information dissemination, but also brought innovative marketing model, marketing concepts and marketing practices to bring a change. However, practice often lags behind the theory, although the new media has brought a profound change on many areas like people’s life, work and the purchase decision of consumer in recent years, so that many scholars have begun to attach importance to the status and role of new media, research omissions still exist in the domestic academia. There is a lack of systematic empirical research on the new media’s effects on consumer purchasing behavior. The commodity producers and operators under in the new media era cannot effectively develop and implement scientific marketing strategy to guide the behavior of the customer purchase decisions due to a lack of marketing communication theory guidance system.In view of this, based on the background of the new media, we choose new media users as our object of study, use technology acceptance model and the information behavior as a theoretical basis, perceive value and perceived risk of consumers as intermediate variables. Combined with the usefulness of the new media, consumer participation, interaction, consumer dependence, connectivity of new media and new media credibility as six factors, it eventually builds hypothetical model, The model of the new media influence on consumer buying behavior is constructed on the basis of qualitative in-depth interviews research and empirical quantitative research, with nine hypotheses proposed. Research results show that the usefulness and interactivity of the new media have strong positive impact on consumer perceive value, consumer dependence on the new media, connectivity and credibility of new media negatively affect the perceived risk of consumers, The impact on consumer perceived value exerted by consumer participation is not significant, and perceive value has significantly positively influence on consumer purchase intentions and purchasing behavior, while perceive risk shows negative impact on consumer purchase intention and purchase behavior. Finally, based on the research conclusion, some corresponding countermeasures and suggestions are presented on the corporate level and the consumer level.