Research On The Influence Of New Media To Consumer Groups Buying Online

The rapid development of network technology and digital technology, the endless variety of new media, real life people everywhere affected by the new media, consciously or unconsciously, to receive information on new media, new media has brought life to enjoy the convenience. Needless to say this era into the new media age. In the new media age, many new consumption patterns, buy is one of them, and this consumption pattern is a spurt of development. The network marketing is an integral part of their overall marketing strategy is to achieve overall business operations to the Internet as a means to create a basic online business environment objectives various activities carried out. Network has a huge impact on consumer behavior, affect the success or failure of its entire marketing strategy network marketing increasingly large extent. New media is the use of digital technology, network technology, mobile technology, the Internet, wireless communications network, satellite and computer mobile phones, digital televisions and other terminals, to provide users with the spread of information and entertainment services in the form of media forms and new media age, information efficient dissemination of information and the people to choose a direct impact on consumer spending, we used to call it advertising information dissemination, that the era of new media advertising will enter a new era of mass media. In recent years, the impact of new media and new media advertising based on consumer research scholars more and more concern and attention. Buy one of the new consumption patterns as a new media age, how the relationship between its development spurt and new media, and how the new media affect the behavior of consumers buy, how new media operations, the paper will be combined with practical, theory to explore and study the propagation effects on the behavior of consumers buy new media through research, provide practical guidance from the operation of the theory of new media communication. Article is divided into five parts, the first part is the introduction, were analyzed from the background, ideas and methods of the value of research, theoretical value, value, research, research ideas, research methods, research framework, innovation and research. The second part of the literature review, collection and collation of new media and consumer behavior research buy summarized definition, the role of new media studies influencing factors, buy the trading patterns of behavior, new media and online purchase Review of the effectiveness of behavior literature evaluation. The third part is to build models and assumptions made, constructed from the model, the assumption made, the relationship between new media and interactive relationship between the degree of interaction of the new media consumption and consumer willingness to buy, buy consumer spending and consumer willingness to buy relationship behavior, questions of audience measurement of individual factors and consumer willingness to buy consumer relationship variables, the questions of new media measurement variables, new media interactive variables measuring the degree of the questions of consumer variables measuring individual factors title items, consumer willingness to buy consumer items measuring title variable, measuring problems consumers buy items behavioral variables, the questionnaire survey and questionnaire design, select the subject of the investigation, questionnaires were sent and recycling. The fourth part is data validation and analysis, factor analysis and reliability from the descriptive statistical analysis, variable analysis, correlation analysis, regression analysis, assuming that the results of the pooled analysis of new media marketing and business proposal for a detailed analysis and research; The fifth part is the conclusion and outlook, the main conclusion of this paper for research and draw research limitations and research prospects.