Impact Of New Media Contact On Consumption Behavior Of Married Women In Northwest Ruralareas

The development of Internet technology and the popularization of mobile terminal app have brought more channels and opportunities for the media contact of married women in rural areas,but also enriched their media contact types and contents,so that they have formed new media contact habits in the influence of media environment imperceptibly.Because the consumption behavior of rural married women is closely related to their media contact,their consumption behavior has changed obviously under the influence of new media contact behavior.Through observation,the author finds that compared with the traditional consumption behavior,the consumption demand,consumption motivation,consumption content,and consumption channels and ways of rural married women at the present stage are compared with the traditional consumption behavior The frequency and amount of consumption are strongly influenced by media exposure.Therefore,from the perspective of communication,through the research methods of questionnaire survey,interview and participatory observation,this paper takes the married women of liliangzi village in wujiao town,huachi county,qingyang city,gansu province as the research sample to explore the influence of new media contact on their consumption behavior based on the analysis of their media contact status.First,the village has a high Internet penetration rate,mobile phones become the village's "strong media," the longest-used,the most frequent contact,the most preference of the media are intelligent In the new media contact process,the consumer demand,consumptionmotivation,consumption content,consumption channel and consumption mode of the respondents were all affected by the new media represented by the Internet and mobile phone,among which,the consumption channel and consumption mode were the most affected indicators,and the consumption frequency and consumption amount also increased in the new media contact process.Familiar with the network consumption,join the e-commerce industry to provide demonstration and experience;4.Because the "old railway economy" created by many e-commerce and network celebrities has no guarantee of commodity source,brand and quality,and the current online shopping platform is not perfect for e-commerce entry audit system,it is also common for respondents to encounter "fraud" in the process of online shopping,but this phenomenon has not been paid attention to by the respondents.